M&S is currently enjoying a period of remarkable success, marked by stronger financial results, a prestigious return to the FTSE 100 stock exchange index, and a prominent new addition to their team, Sienna Miller.
Their latest brand platform, ‘Anything but Ordinary,’ is poised to reshape conventional perceptions of style, with Sienna Miller serving as a vibrant embodiment of the style and adaptability showcased in their upcoming AW23 collection. Notably, M&S Clothing & Home MD Richard Price revealed that their promotional budget for the season exceeds initial expectations.
Sienna Miller’s magnetic appeal prompted M&S to secure an exclusive cover feature in Grazia, offering an early preview of the collection she champions.
Within the campaign, Miller elegantly showcases key pieces, including both trend-setting seasonal looks and timeless wardrobe essentials. This encompasses outerwear, smart tailoring (with Sienna’s personal favorite being the tweed check blazer), separates, chunky knitwear, and statement accessories. The collection effortlessly marries elements of British style with bohemian and eclectic influences.
Set to the vibrant and rebellious soundtrack of «Boys Wanna Be Her» by Peaches, this 30-second commercial aims to resonate with both established M&S customers and newcomers. Anna Braithwaite, Clothing & Home Marketing Director at M&S, emphasizes that the autumn campaign possesses a timeless, ageless, and seasonless appeal, promoting diverse styling and inclusivity.
Collaborating with Sienna Miller for this campaign is a significant achievement, given her status as a style icon and successful woman managing a career alongside motherhood. M&S acknowledges the multifaceted roles women play and celebrates fashion’s transformative power in shaping emotions and behaviors.
The extensive 360 campaign is scheduled to launch on September 7th for four weeks across the UK and the Republic of Ireland, encompassing various media channels, such as TV, VOD, OOH, press, digital, and more. The collection will be available for purchase both online and in 100 physical stores.
By incorporating Sienna Miller into their campaign, M&S aims to make a profound impact on the fashion landscape with this season’s offerings, appealing to a broad and diverse audience.