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Marks & Spencer (M&S) just launched its latest campaign unveiling its new womenswear coming into the season.
Made with creative agency Mother and Mother Design, the "Big Autumn Energy" initiative hopes to broaden the lifestyle giant's appeal and elevate its perception among young, fashion-led audiences looking to spice up their wardrobe.
Though summer may be over, Marks & Spencer hopes to bring the same fun energy to autumn with a brand-new collection.
M&S Marketing Director Anna Braithwaite shares in a statement that the campaign aims to re-energize people and "give them the encouragement and confidence to get out there," using their personal style to embrace true autumn energy.
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Through a 30-second spot directed by Lope Serrano, the brand showcases its new line being worn in everyday moments, with model Lineisy Montero wearing the pieces as she goes about her day.
Complimenting her bold and confident demeanor is DJ Snake and Lil Jon's EDM track "Turn Down for What," bringing a whole new energy to the spot.
Apart from the video advert, prints and stills will also be shared across social media to strengthen M&S' brand identity and image among fashionable audiences.
Here, the company shows how its pieces can be styled to achieve elegant, colorful, and sophisticated looks.
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Mother Design Executive Creative Director Kirsty Minns shares the direction behind the campaign, as they continue a "great transformative journey towards creating positive fashion fame for M&S."
"For autumn, we've drawn inspiration from the cinematic world of high fashion, incorporating the essence of the season and everyday moments to create a campaign that feels both elevated and relatable. This approach allows us to maintain accessibility for our audience while providing different hooks," Minns explained.
Marks & Spencer's brand marketing strategy is key to reaching its audience and capturing their attention.
By positioning itself as a fashion-forward brand that adapts to the changing styles and seasons, it cements itself as a force in the fashion industry ready to make waves this autumn.
Taking the Autumn Energy to the Streets
The short commercial starts with Montero getting ready to head out into the streets of London with her dogs.
As the EDM song reaches the drop, we see her strut her stuff, walking her pets as autumn leaves fly in slow motion.
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She then catches the attention of passers-by with her undeniable style and confidence — a true display of "big autumn energy."
The spot ends with the woman asking a man behind a magazine stand for a paper, as "Turn Down for What" echoes in the background.
Meanwhile, Calvin Klein launched its third ad campaign for the Fall season with Alexander Skarsgård, combining his sex appeal with the brand's sophisticated clothes.
Editing by Katherine 'Makkie' Maclang
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