The new M&S campaign, which was photographed by Annie Leibovitz, celebrates an array of inspiring British women from different backgrounds, all united by their strong sense of style and inspiring achievements.
The high street retailer has included Olympic Gold winning boxer Nicola Adams, award-winning author Monica Ali, 2011’s ‘Nurse of the Year’ Helen Allen, supermodel Karen Elson, singers Ellie Goulding and Laura Mvula, burns survivor, television presenter and charity campaigner Katie Piper, and CEO of ‘Save the Children International‘ Jasmine Whitbread, to model its autumn/winter 2013 collection. The campaign’s backdrops include a boat in front of Tower Bridge, in the English countryside, in a London artist’s studio and a traditional country house.
Headed up by style director Belinda Earl, the new collection from M&S is being relied upon to put the retailer strongly back on track after falling clothes sales for eight consecutive quarters.
“We wanted this campaign to signal a new and confident tone of voice,” said Patrick Bousquet-Chavanne, executive director of marketing and business developments at M&S. “Annie was the perfect choice to shoot a campaign of this magnitude. Her unmistakable, signature style was exactly what we needed. 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’s move into a new era.“