Blog: M&S to win popularity contest with Take That

Joe Ayling | 20 September 2007

Signing reformed pop group Take That looks like a smart move for M&S.

The boys made a joint statement on their website about the advertising tie-up, and you could almost imagine them reading it out together, for some reason. The press of course, devoid of much 'patience', excuse the pun, had already leaked the story and so images for its campaign are not yet available.

To make the story even better, they will be modelling the Autograph collection being designed by Mark Powell, a former tailor for celebrities including Ronnie Kray, George Clooney and David Bowie.

Critics in the office here at just-style are anxious that the quartet have sold out by going with M&S, which normally partners with older and slightly less 'cool' celebs. However, let's face it, whatever Take That touches turns to ice these days, and the only thing they are likely to sell out are venues.

The boy/man band, who have resurrected their careers since reforming last year, have a massive global following - albeit largely middle aged and female.

Although these fans obviously won't wear the autumn/winter Autograph collection themselves, their boyfriends and husbands most certainly will. For this reason, I am predicting a collective sigh on 25 December this year, when we thousands of UK men wake up to a Mark Owen-style shirt or a Gary Barlow-esque suit.

Stuart Rose has been a true talisman, but even by his standards this is an extremely smart move.

By Joe Ayling, news editor.

Take That talk M&S on their website


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