Behold the 2013 M&S AW13 campaign shot by Annie Leibovitz. They brought out the big guns didn't they? So who have we got here: Helen Mirren, Ellie Goulding, Katie Piper, Grace Coddingon (the flame haired beauty), Tracy Emin, Karen Elson, Nicola Adams. It's like Tinker, Tailor, Soldier, Spy except Actress, Singer, Artist, Boxer - and a gold medallist to boot.
Well, what can I say? I love it.
I frequent M&S to buy my pants (not my bras - Bravissimo all the way) but rarely do I venture there for clothes. I pass through the racks and routinely feel....uninspired. The worry that comes with the "best stuff" on offer is that everyone will be wearing it because the "best stuff" is so few and far between. But glancing my eyes over the shots for the latest campaign, not only have M&S nailed the new season looks (leather, pink, tartan) they have showcased them on women of all ages making them instantly accessible and wearable.
What will left to be seen is if M&S have got their supply chain right and bought enough of the "best stuff" in the first place or whether just the larger stores will be serviced with the gems leaving the dregs for the smaller stores thus pissing women off who have been fashion-penalised due to their geographical location. But then again, there's always online (click here for M&S website)
With a supplement in the September issue of Vogue, M&S have upped their fashion credentials and with the canny mid August press sweep they are leaps and bounds ahead of other retailers in the AW13 new season rush to secure consumer spending power.
Job well done M&S, job well done. Now Karen Elson - hand me those leather leggings.