In a shift of focus, Marks & Spencer (M&S) has launched its first dedicated menswear campaign in nearly a decade. The «Anything but Ordinary» Autumn Menswear campaign signifies a pivotal moment for the brand as it seeks to revitalize its menswear division.
The campaign, aligned with M&S’s broader «Anything but Ordinary» theme, aspires to reshape perceptions of style and attract a fresh customer base. Set in the vibrant city of Manchester and accompanied by the sounds of New Order’s ‘Ceremony,’ the campaign plays out at the iconic Salford Lads’ & Girls’ Club.
The primary aim of this initiative is to provide men with style inspiration and inventive ways to wear key pieces throughout the season. It spotlights easily styled smart separates, versatile wardrobe essentials, elevated outerwear, and coordinated dressing, all embodying M&S’s hallmark quality and innovation.
Backing this campaign is a comprehensive marketing plan that spans targeted video-on-demand, out-of-home advertising, paid digital and social media efforts, influencer partnerships, and full platform takeovers across M&S’s digital and physical stores.
Mitch Hughes, Menswear Director at M&S, expressed, «We’ve undertaken in-depth research to understand our male clientele, from their shopping habits to style preferences. As our first standalone campaign in over eight years, we are stepping forward with confidence to underscore the strides we’ve taken in elevating our style offerings. We are genuinely proud of our collections and eagerly anticipate customer feedback in this critical autumn/winter season.»
Anna Braithwaite, Clothing & Home Marketing Director at M&S, emphasized the brand’s commitment to reshaping style perceptions for menswear as well. She noted, «Our primary marketing objective is to redefine style perceptions, not only for women’s fashion but also for menswear. Due to the strength of our menswear collections and the dedicated work of Mitch and the team, we had the opportunity to prompt reevaluation through a visually captivating campaign. To engage new, dormant, and younger audiences, we recognized the need to challenge prevailing perceptions of M&S among men, meeting them where they consume content and engage most. The outcome is a bold, disruptive campaign in alignment with today’s menswear customer’s attitude and style.
