By Lauren Hughes
M&S have always been winners in the advertising stakes, from the Take That boys prancing around in Christmas jumpers to our favourite celebs enjoying high tea at Twiggy’s fun-filled garden party.
Their new campaign takes it to a new level, bringing together twelve inspirational women, or ‘Leading ladies’, in a celebration of women’s strength in all sections of society.
Gone are Twiggy and Myleene, replaced by the likes of Helen Mirren, controversial artist Tracey Emin and burns survivor Katie Piper. It’s clear the new campaign is championing substance as much as style.
Shot in great secrecy this June by Annie Leibovitz, the campaign will see our leading ladies across a variety of locations from Tower Bridge to Cliveden House, an epitome of the British countryside.
Leibovitz adds extra integrity to the project, being best known for her grand-production spreads for Vanity Fair and American Vogue.
For Steve Sharp, Creative Director at M&S, the campaign is about reflecting British culture as a whole. He said: “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.”
M&S certainly have been the hot topic of conversation in the fashion world today, but will all this publicity be enough to boost the brands sales?
See what the celebs were wearing this weekend here:
V Festival – Style winners and losers Cara Delevingne, Stacey Soloman and Pixie Lott are just a few celebs spotted out and about this weekend