British retailer Marks & Spencer may be the largest retailer in the country, but it is struggling. Suffering from its eighth consecutive quarter of loss in the non-food department, the company is switching direction tapping editorial fashion photographer Annie Leibovtiz to shoot 12 famous and not-so-famous women in the latest campaign.
Using the strapline, ‘Meet Britain’s Leading Ladies’, the campaign features British icons such as Helen Mirren and Tracey Emin with lesser known women, from NHS Nurse of the Year, Helen Allen to Darcey Bussell, a retired Principal Ballerina from The Royal Ballet. Previous campaigns featured model Twiggy and other famous English faces, while the current campaign features a diversity of career backgrounds. Fashion heavyhitters sit along side Olympic gold medallists in dramatic portraits. 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
The campaign is about aspirational, inspirational women rather than just a famous face. M&S’ choice of women signals that they want to be seen as a creative, fashion-forward brand.