Everyone is going crazy about H&M most recent campaign. Gender norms and ideas of traditional beauty have been completely screwed over as women are empowered to be who they want to be.

The campaign is encouraging women to be fierce and independent and to break the social norms which surround them. The video features trans actress Hari Nef, as well as 72 year old Lauren Hutton, designer Pum Lefebure and model Adwoa Aboah, highlighting that a woman can be a lady whatever her shape, age, racial background, sexual identity or behaviour and taught that it’s OK not to shave our body to the core, it’s OK not to have the perfect stylised locks and it’s OK to not be 18-years-old and 98lbs and seven feet tall.

With Lion Babe giving her girl power spin on Tom Jones’ 1971 hit “She’s a Lady,” the ad, sees women doing it all including showing off fully-grown armpit hair, picking food out of their teeth with a fork and unzipping their jeans to enjoy some good French fries.

Here you can see the video that is kicking female stereotypes to the side: