Winona Ryder and Elisabeth Olsen dance together for H&M

How to recover from a black period, made up of racist polemics, accusations of plagiarism and revenue in decline?

Engaging two cool actresses to celebrate female empowerment in a video-spot.

This is the solution found by H&M that, to advertise the SS18 collection, chooses Elizabeth Olsen and Winona Ryder and makes them dance in the streets of Buenos Aires with a group of women, including models Anna Ewers, Imaan Hammam, Andreea Diaconu and Naomi Shimada.

Olsen says she is enthusiastic about the experience:

“It was such a thrill to be in Buenos Aires for the H&M Spring campaign, and more importantly, to be surrounded by such a wonderful cast of strong women.”

Like Winona, who underlines the importance of a joyous "sisterhood":

"I love the way that the campaign really celebrates women in a very authentic way. I found that to be really refreshing and much needed right now in this culture. They are celebrating themselves and each other."