Marks & Spencer has big autumn energy

The M&S Autumn 2024 Womenswear campaign Big Autumn Energy was developed for the retailer by Mother Design and Mother. It is part of M&S’s ongoing journey to reshape for growth by broadening its appeal and elevating style perceptions.

Summer is over, and it’s time to hunker down for Autumn, at least that's what we're told we should be doing, but M&S is bucking that trend and introducing its new Autumn Womenswear campaign, which seeks to show how the new season can be full of optimism, with a newly refreshed wardrobe. With an idea that drives fashion fame through a powerfully positive point of view on autumn life and style, the new campaign aims to continue to increase consideration amongst a broader, younger and more fashion-led consumer whilst continuing to appeal to its heartland.

A 30-second film, directed by Lope Serrano, AKA Canada, showcases a high fashion aesthetic, punctuated by ordinary, everyday scenarios, from walking the dog to raking autumn leaves. Stylised and refined art direction is juxtaposed by the bold choice of music, the electronic dance track, Turn Down for What - by DJ Snake & Lil Jon. The TV commercial and wider marketing campaign is a celebration of Autumn, encouraging customers to step into the season with style and confidence. The campaign features model Lineisy Montero, as the star of her own personal catwalk, commanding attention and turning heads and she struts with energy and panache - going about everyday tasks in everyday life.

Print and stills bring the spirit of the film to life with a similarly elevated style of execution to strengthen the brand’s fashion credibility amongst a more fashion-led consumer. The campaign showcases a variety of hero outfits with an elevated fashion aesthetic and ready to re-energise your wardrobe. From the vivid blue velvet suit to the top-to-toe ivory look, M&S wants Autumn to be full of life, vibrant and exciting.

Anna Braithwaite, M&S Marketing Director, Clothing & Home, said: “As we continue to drive style perceptions at M&S, we’re kicking off the season with some Big Autumn Energy. The collection and campaign are here to re-energise people and give them the encouragement and confidence to get out there, using their style to embrace the true energy of autumn.”

Kirsty Minns, Partner and Executive Creative Director, Mother Design, said: “We’re continuing a great transformative journey towards creating positive fashion fame for M&S, with the launch of our latest campaign.

“The role of brand, design and art direction in influencing fashion and style perceptions cannot be underestimated. Working with M&S, we have continued to move the dial in terms of consumer perceptions, an approach which is starting to pay dividends.

“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.”

A second burst of the campaign, showcasing the Autumn 2024 Menswear collection, will launch in early October, based on the insight that men tend to wait until the weather has changed to buy clothing for the new season.