The ad launching H&M’s spring 2018 campaign puts actors Elizabeth Olson and Winona Ryder at the beating heart of sultry dance that celebrates female empowerment and friendship.
The ad opens in the sticky heat of a Buenos Aires cafe. Olson is seen despondently dancing with a man. He’s tapped on the soldier by a woman in billowing red, who takes over the dance with the actor as the tape is changed and the music picks up pace.
The dance then spills out onto the street as partners are swapped and the energy lifts in the Argentinian capital as the men look on dejected. The track comes to a halt as a mysterious woman steps out of the shadows, revealing herself to be Winona Ryder.
Other actors, models and singers featured in the diverse cast include Andreea Diaconu, Anna Ewers, Imaan Hammam, Naomi Shimada and Andrea Valle.
The spot’s creative was inspired by the retailer’s spring collection and its Latin influences: flowing dresses, cascading ruffles and pops of scarlet.
“It was wonderful to see how all the women on set were able to express their own personalities through the strong yet relaxed shapes of the Spring collection," said H&M’s design director Pernilla Wohlfahrt. "The voluminous pieces in particular, moved so beautifully in the dance sequences."
The advert was created by Adam&Eve/DDB.