- 360 campaign is latest evolution of ‘Anything but Ordinary’ brand platform
- TVC set against eighties synth pop-track, Enola Gay
(Thursday 23rd March 2023) Spring has sprung at M&S with the launch of the retailer’s Spring style campaign and the latest iteration of its ‘Anything but Ordinary’ brand platform.
The 360 campaign serves up seasonal style inspiration for the whole family - featuring stylish and versatile pieces that are designed around the multi-faceted lives of M&S customers, all underpinned by M&S’ trusted value and sustainability promises.
The 30 second TVC effortlessly moves between busy cityscapes and relaxed sunny afternoons in the park against the backdrop of eighties synth pop track, Enola Gay by Orchestral Manoeuvres in the Dark - providing an uplifting beat to welcome in the new season.
This season’s campaign has an upweighted focus on kids and menswear – including menswear specific ads - as the retailer reinforces the strength of its offering in these categories.
Running through until 19th April, the campaign – which was shot on-location for the first time since before the COVID-19 pandemic - will play out across TV (30 and 10 sec edits), print – including cover wraps, DOOH, digital display – including homepage takeovers, paid and organic social, M&S dotcom, CRM, instore and window takeovers, and editorial. Influencers and M&S Insiders will also share Spring style inspiration with their audiences throughout the campaign.
Anna Braithwaite, Marketing Director – Clothing & Home, said: “After what has felt like a long winter, we’re bringing our customers a much-needed dose of spring sunshine with this vibrant, feel-good campaign. This is the second time a spring campaign has been born out of our brand platform – Anything but Ordinary – which, since it first launched, has helped us increase style perceptions across all departments. Our latest collections are made up of considered pieces that offer the versatility and everyday style we know our customers are looking for and that will drive brand appraisal during the Spring/ Summer months. We had a lot of fun bringing the stories behind this season’s looks to life as we continue to focus on being more relevant, more often to our customers.”
Watch the TVC here.
WOMENSWEAR
The Womenswear collections feature mood-boosting colour palettes of bright greens and dopamine yellow, alongside neutral hues of cool whites and cornflower blue. Fabrics are texturally enhanced, with craft embellishments, seersucker and broderie anglaise adding an elevated attention to detail, while linen and cotton are, as ever, key across the hot summer months. Dressing for summer celebrations couldn’t be easier, with a focus on stylish designs and stunning dresses to choose from.
Beach and holiday collections are adorned with interesting and trending prints and patterns, from woodblocks, ikat, the perennial spot and ombré designs, which can be found across the range. This season also sees a much more ‘joined up’ and consistent material and colour message across womenswear collections, with matching bucket hats, swimsuits and coverups for a super cool, head to toe look.
In Autograph beautifully crafted tailoring in bold colourways and sustainably sourced cotton take power dressing to new hights, whilst head-turning prints feature across boxy dresses, jumpsuits and PJ co-ords alike, providing effortless summer styling. Premium denim in the form of jeans, shorts and low-rise midi skirts can be easily paired with structured jackets for a nod to nostalgic 90’s dressing. Elevated basics such as the crisp white tee and timeless cashmere, underpin the range and are given a seasonal colour update.
Across Per Una, interesting geometric prints and floral designs with re-imagined patchwork details add character to casual daywear pieces. Versatility is at the heart of the collection, with easy beach-to-bar pieces that are perfect for any occasion, dressed up or down. Accessories in muted tones and plush fabrics, such as woven bags and tan suede loafers and flatforms elevate any outfit.
Footwear and accessories offer an easy update to summer looks, with an ‘anything goes’ approach - always with a stylish lens. Chunky soled sandals and sliders, colourful woven flats and stacked flatforms add drama, whilst classic white sneakers and loafers’ pair perfectly with any look. Cross body bags in woven and quilted styles, timeless straw totes and clutch bags will take customers through the warmer months in style.
MENSWEAR
In Menswear, Smart Redefined continues, a contemporary response to a modern business wardrobe, featuring the standard smart knitwear, technical gilets and weatherproof outerwear. Expanding the range through the addition of; elevated trainers, zip neck polos, jersey blazers and smart check trousers, to not only provide versatility but deliver a more refreshed way to approach office wear.
In Autograph, the focus has shifted from smart and minimal dressing to an elevated aesthetic delivering timeless pieces. Contemporary, classic fits hold the same significance within the collection, featuring drawstring waist trousers and revere collar shirts that offer both style and endless comfort. Colour and fun print choices become more present for the season with hero styles including geometric print shirts and dusted plum polos. With understated luxury, sleek design, premium fabrication and attention to detail remaining at Autograph’s core.
With long summer days on the horizon and events season well and truly in full swing, occasion wear offers sharp suiting and tailored tuxedos, ideal for summery celebrations - with style and comfort remaining at the forefront. Velvet, jacquards and woven checks, provide elevated fabric options across M&S Collection, whilst the premium Sartorial tailoring range offers something extra special, with contemporary suits made from superior fabrics, underpinned by traditional tailoring techniques. Classic collared shirts still remain a hero piece to coordinate back but with warmer days commencing, new textures and softer shades make a comeback.
Functional, traditional and stylish pieces underpin the season in its entirety and as we near Summer, the preppy trend introduces heritage inspired styles with a British influence. Featuring graphic t-shirts and patterned jumpers designed marry functionality with versatility. The laundered prep range continues to place heritage at its heart but with a more relaxed aesthetic and includes varsity bomber jackets, cricket knits, washed denim and linens. Tonal dressing is also set to be a significant style throughout Summer, combining tonal colours across the spectrum in contrasting fabrics, to create a contemporary head to toe look.
KIDS
In Kidswear, varsity inspired styling with relaxed silhouettes in a crisp palette of warm neutrals, cool blues and uplifting greens establish the vibe of the season. Retro oversized fits in jersey materials are ideal for modern comfort, whilst summer essentials in psychedelic prints and groovy florals are perfect for an elevated style.
Summer also sees the re-emergence of denim, with fresh new ways to be worn. Innovative new shapes and printed washes paired with crafted patchwork and embroidery work to make denim the hero of any outfit. Slouchy denim dungarees, quilted denim gilets and cutesy denim dresses are all staple, everyday looks with heaps of versatility and longevity.
2023 Fashion, Home & Beauty