Behold Britain's leading ladies, well, according to Marks & Spencer, anyway. The high-street retailer has enlisted photographer Annie Leibovitz to shoot its autumn ad campaign, depicting the twelve women, the brand believes to be inspirational for their personal successes as well as their individual style.
Helen Mirren, Tracey Emin, Grace Coddington, Ellie Goulding, and Laura Mvula rub shoulders with Olympic medal winner Nicola Adams, and nurse of the year Helen Allen. As campaigns go, this is a real tour de force for a brand that has struggled in the past couple of years to forge a new identity for itself. As Patrick Bousquet-Chavanne, the executive director of marketing and business development explains, "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."
A new M&S, indeed. The brand's autumn collection goes on sale in September, so there isn't long to wait and see if this new and improved visual identity translates into hardcore sales. For us, our money is on that pink coat (as seen on Karen Elson). Please, can it be available in our size? Pretty please.