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

Apparel sourcing rules under NAFTA 2.0

The new United States-Mexico-Canada Agreement (USMCA) – also dubbed NAFTA 2.0 – has finally been agreed, but what does it mean for apparel sourcing? Here we take a close look at the new apparel-specif...

BLOG

Trade tremours continue to reverberate

Following more than a year of talks, the United States, Canada and Mexico have reached agreement on a renegotiated North American Free Trade Agreement (NAFTA) – which will be called the United States-...

BLOG

New customisable options for consumers

Italian sportswear firm CP Company is looking to tap into the growing demand for customisable apparel with a 'Bespoke' project that allows customers to select their preferred colour in its signature g...

NEWS

Top stories this week on just-style...

Top stories on just-style this week include H&M hitting back at claims it "unnecessarily incinerated around 100,000 pieces of clothing", a look at how nimble new players are building a smart future fo...

BLOG

Are fashion and sustainability out of step?

The global fashion industry is on a trajectory set to stretch planetary resources beyond breaking point unless it finds better ways of producing, using and disposing apparel....

just-style homepage



Forgot your password?