Blog: M&S launches all-star ad campaign
Petah Marian | 19 August 2013
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.
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