From Adweek

H&M has created a feminist anthem soundtracked by a classically misogynist song, for a spot meant to redefine how you think women should look, act and think, where they stand in society, etc. 

The ad shows various women—including actress Lauren Hutton, model Adwoa Aboah, trans actress Hari Nef, Design Army's chief creative officer (one of Adweek's Creative 100 this year) Pum Lefebure and Lion Babe's Jillian Hervey—doing whatever they want, dressing however they want, existing as human beings instead of idealized ladies.

The narrative of the spot, and the use of the song, further cement how the word lady, much to the chagrin of older feminists, has been reclaimed by modern feminism.