By Mary Ward
"She always knows her place."
And it's at the head of the table.
A new ad campaign from H&M has managed to earn praise and raise eyebrows by redefining what it means to be "a lady".
Set to a Lion Babe cover of Tom Jones' She's a Lady, the Swedish brand's Autumn Collection 2016 video, features women picking their teeth in restaurants, ordering room service french fries by themselves, leading a staff, and (gasp) daring to be above a size 10.
Since its release, Twitter has been abuzz with people remarking on how refreshing it is to see diverse women in such a major campaign.
Of course, it wasn't long before a man decided to have an opinion about this underarm-hair-and-undone-flies festival.
"Do these pictures really sum up what it means to be a lady? H&M bosses think so - and that this advert will sell clothes," read the headline on David Wilkes' skeptical wrap of the campaign for the Daily Mail.
"The advert features at H&M calls a group of 'strong' women," he continued, before describing the women as "wobbly" and "hairy".
However, a few criticisms levelled at the campaign were legitimate.
Namely, the decision to feature plus-size women in a campaign for a brand which does not stock plus-size clothes in many of its stores.
Plus-size H&M fans were left disappointed when the brand opened a store in Sydney's Pitt St mall last year, the city's first in the CBD, and it was revealed to not have a plus-size department like the brand's Macquarie Park store in the city's northern suburbs.
Fairfax Media