H & M - Close the Loop

'Wear short skirt after 40', this picture shows the older lady on the bed with two younger people a white male and a black woman, but they position it so that both people are looking up at the lady making it seem like she is superior. As the woman is on the bed it seems like a sexual act is about to occur.

It seems unusual that woman don't shave their armpits especially a woman that is so open about it, it makes it seem like she is a strong independent woman and due her being on the roof of a building like she is looking over the city it seems like she has a lot of power, also the pose she is doing makes it look like she is strong. She isn't just standing in this pose to show she is a strong confident woman it is also to show that she is going against the norms by having armpit hair.

There speaker says over this image 'stand out, stand in', when it says 'stand out' it was just one man standing by himself but he was wearing a colourful suit with a purple head scarf, this wouldn't only stand out due to the colourful suit but also due to the head scarf as it is taken in London and that isn't the usual dress. Then when it says 'stand in' other men dressed in similar outfits are standing around him, this is sending a message that it is ok to stand in but also ok to stand out, this shows that H & M does clothing for everyone.

They add so many different types of people with different interests so show that they have clothing for everyone, they don't discriminate.