FIRST LOOK: Marks & Spencer's Leading Ladies Campaign Shot By Annie Leibovitz

19 August 2013 by

Marks & Spencer Leading Ladies Campaign

Britain's Leading Ladies: Per Una [Annie Leibovitz for M&S]

An Oscar winning actress, a multiplatinum global singer, a leggy model and a dramatic backdrop shot through the lens of Annie Leibovitz's camera. Surely this is another glossy spread for Vanity Fair? Nope. Ladies and gentleman, say hello to Marks & Spencer's brand new campaign.

Billed as 'Britain’s Leading Ladies', the 12 campaign stars come from very diverse backgrounds. The likes of Helen Mirren, Ellie Goulding and Karen Elson strike a pose alongside Olympic gold winning boxer Nicola Adams and ground-breaking artist Tracey Emin. Meanwhile Jasmine Whitbread, CEO of Save the Children International, and Helen Allen, inspiring nurse of 2011, take their place next to US Vogue's Grace Coddington, who lends her high-fashion power. 

Marks & Spencer Leading Ladies Campaign

Britain's Leading Ladies: Coats [Annie Leibovitz for M&S]

Also amongst the inspiring cast is award-winning author Monica Ali, ballerina Darcey Bussell, breakthrough singer Laura Mvula and burns survivor Katie Piper who has gone on to become an acclaimed TV presenter and charity campaigner. Phewf! Talk about a stellar line-up. They've been called upon to showcase M&S's new Autumn collections and remind the world of the brand's style credentials - and guess what? It works.

'We wanted this campaign to signal a new and confident tone of voice to introduce Autumn,' says Patrick Bousquet-Chavanne, Executive Director Marketing and Business Development at M&S. 'Annie was the perfect choice to shoot a campaign of this magnitude. Her unmistakable, signature style, with its truly dramatic aesthetic was exactly what we needed to communicate the essence of the campaign and of the new M&S. Annie’s photography has become synonymous with defining key moments in the history of brands over the years and, as such, we feel that this campaign is the ideal way to illustrate M&S’ move into a new era.'

Marks & Spencer Makes A Statement With A Campaign Of Leading Ladies Shot By Annie Leibovitz

Britain's Leading Ladies: London Calling [Annie Leibovitz for M&S]

Indeed, the high-street hero has launched a collection that has the fash-pack's mouths watering. The winter coats have raced right to the top of our wishlists thanks to the pretty blush pink shades, soft faux furs in animal prints and clean simple shapes. Bravo, M&S crew. Grazia Daily has also been treated to this exclusive behind-the-scenes shot of the women in a London artist’s studio, which sets the scene for M&S' rebellious yet playful ’London Calling’ trend - a combination of bold checks, textured wools and a palette of reds and blacks. It's just one of the quintessentially British backdrops that also includes a boat on the River Thames or lush green rolling hills.

All items featured in the campaign are available to buy in Marks and Spencer stores and online at from September 2013. We'll see you in the queue!


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