Marks & Spencer has enlisted Hollywood star Sienna Miller to be the face of the latest instalment of its ‘Anything But Ordinary’ creative platform, ahead of the launch of its 2023 autumn womenswear collection.
Created in partnership with London agency House 377, the campaign will be centred around a 30-second spot (set go to live on Thursday 7 September) which sees Miller ‘playfully bring to life’ the style and versatility of the retailer’s new autumn-winter 23 collection.
Set to the irreverent soundtrack of “Boys Wanna Be Her” by Canadian artist Peaches, the creative will look to showcase the ‘transformative power’ of fashion through the collection’s versatility.
“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,” M&S clothing and home marketing director, Anna Braithwaite said.
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“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.”
Running for four weeks across the UK and Ireland, the campaign will span TV, video-on-demand, out-of-home, press, digital, social media, PR, and CRM. With media planning and buying handled by Mindshare, the campaign will also be featured in a range of high-profile publications such as Vogue, Stylist, Grazia, Guardian Weekend, The Times and The Sunday Times Style.
House 337 executive creative director, Zara Ineson added: “Sienna Miller was the natural choice of lead protagonist for her unique knack of flexing her fashion sense between everyday casual and high profile events. The style-driven narrative encourages everyone to explore the highly-anticipated collection, which uniquely reflects the brand’s impressive fashion credentials.”
