Today, M&S has unveiled the latest iteration of its ‘Anything but Ordinary’ brand platform with the launch of Autumn by M&S – the retailer’s AW23 womenswear campaign starring the British actress, Sienna Miller.
As M&S continues its journey to evolve style perceptions, Miller playfully brings-to-life the style and versatility of the new AW23 collection. She wears key pieces that comprise both seasonal, trend-led looks and timeless staples that form the foundation of any wardrobe; outerwear and smart tailoring pieces (including Sienna’s favourite piece - the tweed check blazer) sit alongside separates, chunky knitwear and statement accessories, blending elements of British style with more bohemian and eclectic influences.
Miller showcases the high-low and easy dressing approach that influenced the new collection, expressing how each look makes her feel and the different forms of confidence each unlocks. The 30 second ad plays out to the irreverent, rebellious soundtrack of “Boys Wanna Be Her” by Peaches.
Anna Braithwaite, Clothing & Home Marketing Director at M&S, said: “We wanted our Autumn campaign to appeal not only to our core customers but also turn the heads of women who may not have previously considered M&S. The edit of clothing included in the campaign is timeless, ageless, seasonless and can be styled in a myriad of different ways, encapsulating an inclusive and broad appeal.” “Working with Sienna on this campaign has been incredible – she’s a style icon and super successful. She juggles a career with being a Mum too, something that I’m sure many of our customers can relate to. We wanted to acknowledge the many roles that women play and celebrate the power of fashion to transform how we feel and how we behave. It’s uplifting, playful and really kick starts a very exciting season for M&S.”
Sienna Miller commented: "I have always had a genuine love for Marks & Spencer. It's a brand that is part of the fabric of British life and holds special associations for so many people. I am thrilled to be joining this iconic company, fronting their Autumn campaign and being a part of their journey in shaping the future of fashion."
Maddy Evans, Director of Womenswear at M&S, said: "We are absolutely delighted to welcome Sienna Miller into the Marks & Spencer family as the face of our Autumn Campaign. Sienna is the epitome of the modern woman - confident, empowered, and effortlessly chic. Her impeccable sense of style and innate ability to make a statement through fashion makes her the perfect fit for M&S. Her unique style and personality complement our brand values, and we are confident that together we will inspire our customers – existing and new - with exciting fashion choices throughout the season and beyond.”
The 360 campaign launches on Thursday 7th September for four weeks across the UK and the Republic of Ireland. It spans TV, VOD, OOH, press, digital, escalator ribbons at Oxford Circus and Kings Cross tube stations, paid & organic socials, PR, and CRM.
The campaign will also be brought-to-life on M&S.com and in-store through POS and window takeovers.
The collection will be available to shop at M&S.com and in 100 stores.
Credits:
Stylist: Sam Ranger
Creative agency: House 337
Media agency: Mindshare
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2023 Clothing, Home & Beauty