A new H&M advert features a gay kiss, a trans model, and hairy armpits and everyone is loving it.

The fashion brand is challenging the notion of what it is to be a ‘lady’ in the new video featuring 72-year-old model Lauren Hutton, businesswoman Pum Lefebure and trans actress Hari Nef.

The footage ends with a shot of two women kissing underwater.

The campaign, which sees singer Lion Babe perform an updated version of Tom Jones’ 1971 song She’s A Lady, has already been seen more than one million times.

H&M are asking people to share the advert and say what being #Ladylike means to them.