Marks & Spencer has unveiled its autumn womenswear campaign, featuring the renowned actor Sienna Miller. Produced by House 337, this comprehensive campaign encompasses print, out-of-home, and digital advertisements, along with a 30-second commercial set to the catchy tune of “Boys Wanna Be Her” by Peaches.
In this engaging advertisement, Sienna Miller effortlessly showcases M&S apparel while indulging in chips, perusing a fashion report, and descending a grand marble staircase. The media strategy for the campaign has been expertly managed by Mindshare, and the full campaign launch is scheduled for September 7th in the UK and Ireland.
Anna Braithwaite, the clothing and home marketing director at M&S, emphasized the campaign’s goal to resonate not only with M&S’s loyal customer base but also with women who may not have previously considered M&S as their fashion destination. She elaborated on M&S’s ongoing efforts to redefine its image, particularly in terms of style, and expressed hope that this campaign would accelerate that transformation.
The campaign’s reach extends across various media platforms and channels, encompassing paid and organic social media, video-on-demand, and prominent placements like escalator ribbons at Oxford Circus and King’s Cross tube stations.
Maddy Evans, the director of womenswear at M&S, described Sienna Miller as the “epitome of the modern woman” and highlighted her impeccable fashion sense and ability to make a fashion statement, making her an ideal choice for M&S.
While Sienna Miller is currently the face of the autumn campaign, the brand has yet to make final decisions regarding the face of the Christmas campaign.
