Fashion News: M&S Leading Ladies

Leading Ladies Campaign M&S are known for their celebrity filled campaigns, from Twiggy and Myleene Klass, to Ryan Reynolds and Rosie Huntington-Whiteley. This new campaign however, differs significantly from the rest, with the brand enlisting a whole host of greatly successful women, all from diverse backgrounds and professions.

In light of the recent slide in sales, M&S have set out to encourage old customers to come back to their stores, as well as attract new ones. After being appointed as the brand’s new style director, Belinda Earl is looking to regenerate fashion sales, and their new campaign may be just the ticket.

The campaign truly has an all-star line-up, featuring twelve of Britain’s most inspirational women. Dame Helen Mirren is one of the twelve, posing alongside the likes of Gold Medallist and Boxer, Nicola Adams, American Vogue’s Creative Director, Grace Coddington and British artist Tracey Emin. Brit Award winning, singer songwriter, Ellie Goulding is also in the mix, along with Ballerina, Darcey Bussell and model Karen Elson.

The campaign was shot by American photographer Annie Leibovitz, who gave us the fantastic ‘Alice and Wonderland’ editorial, in American Vogue, almost 10 years ago. Although the M&S campaign has nowhere near as grand a production as Leibovitz previous work, she has captured each woman beautifully, and this could be the start of something new  for M&S.


Lucy Dixon