H&M is sending a love letter to young British women and their wardrobes, in Mother London’s first campaign for the brand.  

‘Here For It’, our first campaign with H&M, is our love letter to young British women and their wardrobes. Using insights gathered over hours of conversations with young women across the UK, we set out to sidestep the tired tropes of the category and talk honestly about young women’s relationship with fashion, in all its joyful, vulnerable, powerful and messy glory. From what she reaches for on bloated period days, to the thing she simply isn’t herself without, to the unadulterated joy of compliments from other women on a night out.

The work is a mix of hero social content, plus eye-catching OOH, launched for the back to campus window.

Read more on Mother London.