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We are women. Hear us roar. And then make us some clothes and advertising campaigns that actually speak to us. Oh, thanks, H&M, you did that—well done.

Bad-ass, independent, free-willed, entertaining, opinionated and off-beat—these are the words H&M is using to redefine femininity with its new #Ladylike autumn 2016 campaign.

The Swedish brand put together this fun video, starring trans actress Hari Nef and models Lauren Hutton and Adwoa Aboah among others. The women are featured doing all sorts of raucously fun “ladylike” things, like dominating the boardroom, unzipping their pants to make more room for fries, womanspreading, cleaning their teeth at a restaurant and jumping into a pool with all their H&M clothes on, all set to the catchy, upbeat tune of Lion Babe’s fresh (and a lot less misogynistic) version of Tom Jones’ ’70s hit She’s a Lady.

You’re damn right she’s a lady. And guess what, she can rock sexy, hairy armpits if she wants to.

People are eating it up IRL and online:

We think the brand deserves major props for challenging society’s take on “beauty” and making an advertising campaign that targets stereotypes and highlights all the things we’ve been embracing as women for some time (yeah, we’re into womanspreading and we’re not ashamed to admit it). It’s a real statement maker, and it also happens to be super-duper fun. Like, watch it again and again fun.