Original H&M shot analysis

The shot here states "show it all" and it seems like the woman is a model. This is very important because not only does it show gender fluidity, it is saying that someone who to society is meant to look so feminine and perfect can happily have body hair and still be beautiful. The fact she is on what seems like a roof top in a city, suggests her power in society, though also how she does this with the pose she is doing it shows her freedom as a woman to do and be whoever she wants.

Upon looking at this one which is narrated with "stand out, blend in", we see the Sikh man is stood on the corner of a road in Kensington. This place is a very expensive place to live, and seeing him stood there in smart clothing shows how he is clearly a wealthy male. When the others join in the next shot they all again look very presentable and so firstly shows how all social classes are being targeted in the campaign. The ironic part is that even though it says blend in they are all wearing rather vibrant suits that contrast each other so it could show how with fashion you are always unique even if you are trying to blend in.

"Try too hard" this is referencing to the representation of all cultures in life and how they should be accepted in everyday situations - hence why the person is shown in a shop. The camera positioning on this shot is lower than usual, and so highlights her authority for who she is and that she should be proud for what she is wearing. Also, looking at her carrying the shopping basket is again blending her into everyday life and showing even though it looks like such a huge contrast with her outfit and where she is, she is really a normal person.

"Dress like a man" this, accompanied with the woman wearing male clothes, is showing how fashion in this generation is suited to any gender. We see she is appearing in a quiet urban street, possibly in new york, though with her rather smart look though manly appearance it contrasts her location. Also, the way she is looking at the camera directly with almost a look of uncaring shows how she is proud and not bothered about being different and in this environment. The way the camera is positioned though is almost as if you are a passer by looking at the lady and she doesn't she away from these looks. In the first shot in this sequence we see that she is crossing the road and turns behind almost mysteriously. When she does this it appears to show her independence as a woman even if she is wearing manly clothes because the camera again looks up to her. She then does a slight twirl in the next scene which has a feeling of femininity to it, though again coupled with the male appearance.