This study utilizes an intersectional lens to investigate how clothing retailer H&M reinforces and challenges traditional norms, and stereotypes, and childhood in their children’s clothing advertisements. The research helps fill a gap in the literature on children’s clothing advertisements. Most studies of children’s advertising analyze only gendered messages in food or toy commercials rather than using an intersectional analysis of studying race, gender, and sexuality. The method of content analysis was used to study 77 images from advertising campaigns gathered from H&M’s website from May to August 2019. Seven categories were used to study the images: innocence, sexualization, heteronormativity, same sex relationships/gender nonconformity, clothing, body positioning, and race. The results show that H&M mixes messages of traditional and nontraditional norms and childhood for most of the categories besides innocence and sexualization which came out to be reinforcing traditional messages. Thus, the results showed that H&M is both inclusive and traditional such as with a racial diversity but portraying gender hierarchies.