The Turner Prize nominated artist Tracey Emin, an Oscar winning actress, a life changing charity CEO, an Olympic gold medallist and an inspiring nurse of the year – are just a few of the women to showcase the new Autumn collections in a campaign announced by Marks & Spencer today. The campaign was photographed by the acclaimed photographer, Annie Leibovitz and will launch nationwide on 3rd September – signalling a reassertion of M&S’ style credentials.
Billed under the strapline ‘Meet Britain’s Leading Ladies’ the campaign celebrates 12 British women from very diverse backgrounds and professions. Despite being very different people, their strong sense of personal style and inspirational achievements which have propelled them to success, are the common threads which bind them together. 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 – with a confident edit of the season’s key trends. This fashion offer is underpinned by a commitment to 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.
A boat on the River Thames, overlooking the beauty of iconic London landmark Tower Bridge, is the setting for the all important winter coat. 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.
The full line up is: Nicola Adams Olympic Gold Winning Boxer , Monica Ali Award-Winning Author , Helen Allen Nurse of the Year 2011 , Darcey Bussell Retired Principal Ballerina at The Royal Ballet, Grace Coddington Creative Director of US Vogue , Karen Elson Supermodel and Singer , Tracey Emin Artist and Professor of Drawing at the Royal Academy , Ellie Goulding Multiplatinum global recording artist/Brit Award winning Singer/Songwriter, Helen Mirren Multiple Award-Winning Actress , Laura Mvula Breakthrough Singer/Songwriter, Katie Piper Burns survivor, television presenter and charity campaigner. , Jasmine Whitbread CEO of Save the Children International.
The campaign will launch from 3rd September 2013 in print, online and on outdoor sites across the UK. Selected shots from the campaign will also feature in M&S’ ten international flagship stores in Paris, Shanghai, Hong Kong, Gurgaon, Dubai, Istanbul, Moscow, Prague, Singapore and Amsterdam.