This work has been a very long time coming — Mom gained the H&M UK & Eire account final yr — however it’s definitely worth the wait. The launch of the brand new “Right here for it” platform coincides with the beginning of the brand new college time period and it feels very completely different from the standard vogue fodder, offering an entertaining view of younger British girls and their wardrobes.

The marketing campaign is heavy on the content material and social media, as you’d anticipate, however there’s OOH too.

Paulina Kårelius, head of buyer activation & advertising H&M UK&I, stated: “Being a younger lady can really feel joyful, susceptible, highly effective – and all the pieces in between. We needed this work to be an trustworthy window into younger womanhood. The Right here for It platform talks in truth about younger girls’s relationship with vogue – in all its complexity.”

Jess Reynolds, artistic director at Mom London, stated:“We needed to seize the truthful interaction between younger girls and their vogue decisions… from nervous first day power, to trying ‘smart-casual’ at work, or not feeling ‘achieved’ till earrings are in, via to the pure unadulterated pleasure of a praise from a stranger.”

MAA artistic scale: 7