Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

The fashion business is suffering a little trauma.

Customers are increasingly resisting the concept of full-price clothing. Often, because that price is full of you-know-what.

Then there's the insistence on behalf of so many fashionistas that womens' bodies should, in an emergency, substitute for the poles that hold up a volleyball net.

And let's not forget the belief that certain things are allegedly ladylike and certain things aren't.

By the by, if I hear one more person criticizing Megyn Kelly's strapless dress, I will ululate until the tree trunks around my house crack from the noise and spray sap at the neighbors.

But that's just me.

In the past, H&M hasn't been entirely innocent of featuring a certain sort of woman in its ads.

For its Autumn collection, it's decided to, as they say in less fashionable parts, pivot.

It's just released an ad that suggests society's idea of what's ladylike are bilge, balderdash, bunkum and bogus.

It features, among others, actress Lauren Hutton, model Adwoa Aboah and trans actress Hari Nef.

They're being a little more themselves, rather than what so-called society would prefer them to be.

And to do.

The ad prefers not to ask questions, but to present a fait-accompli.

Ordering fries in a hotel is perfectly ladylike, so is picking your teeth with a fork.

Not looking like a praying mantis is perfectly ladylike too.

And welcome, finally, to womanspreading.

Not everyone, I suspect, will warm to some of these images.

After all, certain politicians dream of kissing their daughters and returning our country to the Mad Men times, when women were asked to pour coffee, smile a lot and not have opinions.

Hutton's reaction to boring men talk is quite beautiful in this ad.

Some, though, will mutter that H&M hasn't gone far enough.

The ad is still full of lovely-looking women. It still feels like a fashion ad.

Isn't it, though, at least a little step forward?

Moreover, I can't wait for the ad that skewers so-called gentlemanly behavior. It'll be so liberating.

Published on: Sep 18, 2016
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.