Marks and Spencer are known for their high profile ad campaigns - and their latest looks set to blow all other out of the water.
The campaign - labelled 'Meet Britain's Leading Ladies' features a diverse selection of 12 highly successful, completely fabulous and well-loved British women showcasing the new Autumn collections.
The women featured are:
- Olympic Gold winning boxer Nicola Adams
- Award-winning author Monica Ali
- Nurse of the Year 2011 Helen Allen
- Retired principal ballerina at The Royal Ballet Darcey Bussell
- Creative director of US Vogue Grace Coddington
- Supermodel and singer Karen Elson
- Artist and professor of drawing at the Royal Academy Tracey Emin
- Multiplatinum global recording artist/Brit Award winning singer/songwriter Ellie Goulding
- Multiple award-winning actress Helen Mirren
- Breakthrough singer/songwriter Laura Mvula
- Burns survivor, television presenter and charity campaigner Katie Piper
- CEO of Save the Children International Jasmine Whitbread
The photos were shot by acclaimed fashion photographer Annie Leibovitz and the campaign will launch nationwide on 3rd September.
The campaign celebrates a diverse and strong sense of personal style as well as a series of inspirational achievements. Be it physical strength, dedication to helping others, overcoming adversity, or simply sheer determination to be the best they can, each woman is truly inspiring.
Patrick Bousquet-Chavanne, Executive Director Marketing and Business Development at M&S said:
“We wanted this campaign to signal a new and confident tone of voice to introduce Autumn. Annie was the perfect choice to shoot a campaign of this magnitude. Her unmistakable, signature style, with its truly dramatic aesthetic was exactly what we needed to communicate the essence of the campaign and of the new M&S. Annie’s photography has become synonymous with defining key moments in the history of brands over the years and, as such, we feel that this campaign is the ideal way to illustrate M&S’ move into a new era.”
Steve Sharp, Creative Director at M&S added:
“We wanted to mark this moment with a confident statement about UK style. 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.”
The collection sees a reassertion of M&S’ style credentials - quality, innovation and leading ethical standards.
The women are shown in strong tableau style shots across four quintessentially British backdrops, showcasing different hero product categories from the Autumn collection.
The offering is diverse, with luxe fabrics in pretty blush pink shades, soft faux furs in animal prints and clean simple shapes in pale tones for a modern take on effortless dressing. Attention to quality and style is key, with noble yarns featuring across the range as well as several distinctive silhouettes adding variation.
The British countryside with its lush green rolling hills is the perfect backdrop for the ultra feminine per una range. From the chic cream statement coat and head turning bold print wrap dress to a timeless soft leather jacket, it’s the considered detailing of the per una range that exudes a touch everyday glamour.
A London artist’s studio sets the scene for the rebellious yet playful ’London Calling’ trend, a combination of bold checks, relaxed textured wools and sleek leather trims captures the creative spirit of individuality in a palette of reds and blacks.
A traditional country house is the setting for the dresses scene, with quality fabrics and innovative design taking precedence. Feminine lace detail, assorted sleeve lengths, and structured panelling hero the collections.
What do you think of the campaign? Let us know in the comments box below!
For some behind the scenes shots from the photoshoot click the slideshow below:
To find out more about the campaign click here.