Blog: M&S launches all-star ad campaign

Petah Marian | 19 August 2013

Marks and Spencer

Marks and Spencer's new ad campaign

UK retailer Marks & Spencer has put its weight behind its women's wear relaunch with a high-profile ad campaign starring some of "Britain's leading ladies".

The campaign, shot by Vanity Fair photographer Annie Liebovitz, evokes more of a high-fashion shoot than its predecessors, which featured more "accessible" celebrities like Twiggy and Myleene Klass.

Through this transition phase, executives at the company have talked at length about making the brand more aspirational, and this certainly looks like one of the first public steps towards achieving that.

Featuring women who have a "strong sense of personal style and inspirational achievements" those fronting the campaign include: actress Dame Helen Mirren; Vogue USA creative director Grace Coddington; Olympic gold medal winning boxer Nicola Adams; Jasmine Whitbread, CEO of Save the Children International; through to what already appears to be a controversial choice (at least on Twitter and in the Daily Mail this morning) - artist Tracey Emin.

"We wanted to mark this moment with a confident statement about UK style," said M&S creative director Steve Sharp.

"The British have a history of being creative and pioneering and these women represent just that. As industry leaders in their field, they make a significant difference that has seen them break boundaries, challenge stereotypes and create visionary artistic work. As the nation's biggest retailer, we too have broken boundaries throughout our history and it's this unique position in the marketplace that has enabled us to bring together this remarkable group of people."

M&S's clothing sales have been in decline over recent quarters, and with this, the first collection put together by general merchandise director Jon Dixon style director Belinda Earl, much is riding on its success.

Sectors: Retail

Companies: M&S, Marks and Spencer

BLOG

A new re:source from just-style

Some of just-style’s more eagle-eyed readers might have noticed a small change to the menu bar on the homepage: the addition of the word re:source. Yes it might be a small change – but it marks the co...

BLOG

Trump's trade ramifications continue to unravel

Over the past week just-style has continued to try to unravel the potential ramifications of Donald Trump’s election as the next president of the United States....

BLOG

What's in store following Trump's election?

One event dominated the international airwaves last week, and on just-style too we took a closer look at the surprise election of Donald Trump as the 45th president of the United States....

NEWS

US Q3 in brief - G-III Apparel , Express, Christopher & Banks, PVH Corp

In the most recent third-quarter filings from US apparel and footwear brands and retailers, Abercrombie & Fitch revealed a "disastrous" quarter as sales fell and earnings plummeted 80%, while American...

BLOG

Political shadow over apparel supply chain

As the Brexit roller-coaster continues to twist and turn, and the US presidential election campaign nears its unpredictable and possibly protectionist end, there's no doubt these events – and the perc...

just-style homepage



Forgot your password?