Its been known that in recent years Marks and Spencer’s haven’t been doing particularly well in the style stakes. What could M&S do to bring it all back? How about a £100,000 campaign shot by legendary fashion photographer Annie Leibovitz featuring some of the most influential women in Britain?
Ladies” campaign stars Helen Mirren, Grace Coddington, Ellie Goulding, Tracey
Emin, Katie Piper, Helen Allen, Nicola Adams, Monica Ali, Darcey Bussell, Laura
Mvula, Karen Elson and Jasmine Whitbread. The campaign has already received criticism
based on a couple of the chosen stars. Most press have been questioning the use
of controversial artist Tracey Emin, whose not generally thought of as a style
describes herself as ‘single’ and ‘unloved’, has talked in horrifying detail
about her promiscuity and is best known for presenting a condom-strewn bed as
art. Customers took to Twitter to share their disbelief at Emin’s inclusion.
‘Is this a joke?’ wrote one. ‘I don’t know if I want to buy into an M&S
brand of luxury fronted by Tracey Emin,’ wrote another. ‘I definitely don’t
need extra help to be dressed like an unmade bed with scattered pigeon poop.
of the chosen stars don’t seem to fit the Marks and Spencer’s brand
particularly well, pop star Ellie Goulding isn’t really the type to be spotted
in Per Una and even stated herself he favorite brand was Topshop. Then there
are high fashion flyers such as Grace Coddington and Karen Elson who are
probably rarely seen out of expensive designer clothes.
a beautifully shot campaign from Leibovitz and looks fresh out the pages of
Vanity Fair and Vogue but I find the subjects slightly questionable. The
campaign has been styled by new style director Belinda Earl, who seems to of
made the brand more upmarket with cashmere, silk and sharp tailoring. Some
consumers have commented on the campaign stating that the models don’t bother
them and it’s all about the clothes. Could this new direction be what M&S
needs? Only time will tell.