Marks & Spencer (M&S) is set to captivate a younger audience with its latest autumn women’s fashion campaign, developed in collaboration with Mother Design and Mother. The new initiative, branded ‘Big Autumn Energy,’ reflects M&S’s commitment to modernizing its image and appealing to fashion-forward consumers.
As summer fades, M&S introduces an invigorating campaign that infuses optimism into the new season with a refreshed wardrobe. Aimed at expanding its appeal, the campaign features a striking 30-second film directed by Lope Serrano from AKA Canada. The film juxtaposes high fashion with everyday moments, such as walking the dog or raking leaves, set to the energetic beats of DJ Snake & Lil Jon’s ‘Turn Down for What.’ Model Lineisy Montero shines as she navigates daily life with vibrant confidence, showcasing M&S’s autumn collection.
The campaign’s print and digital visuals echo the film’s elevated style, presenting a range of bold outfits from vivid blue velvet suits to chic ivory ensembles. Anna Braithwaite, M&S’s Marketing Director for Clothing & Home, emphasizes the campaign’s goal to refresh perceptions and inspire confidence, stating: “With ‘Big Autumn Energy,’ we’re here to re-energize our customers, encouraging them to embrace the season with style and enthusiasm.”
Additionally, M&S will unveil a men’s fashion campaign for Autumn 2024 in early October, responding to the trend of men purchasing seasonal clothing later in the year.
Kirsty Minns, Partner and Executive Creative Director at Mother Design highlights the campaign’s transformative impact: “By blending high fashion with everyday moments, we’ve crafted a campaign that’s both sophisticated and relatable. This approach continues to enhance M&S’s fashion credibility and resonates with our audience.”
This new campaign represents M&S’s ongoing efforts to redefine its fashion identity and connect with contemporary consumers through dynamic and accessible style.
Credits
Brand: M&S Clothing and Home
Campaign: Big Autumn Energy
Client: Anna Braithwaite, Marketing Director – Clothing and Home
Creative: Mother Design and Mother
Media: Mindshare
Production: Canada
Director: Lope Serrano AKA Canada
DoP: Christopher Ripley
1st AD: Robert Blishen
Managing Partner / EP: Marta Bobic
EP: Daisy Gautier
Producer: Fred Bonham Carter
Production Manager: Savvas Stavrou
Production Designer: Arthur De Borman
Location Manager: James Khoury @ Salt
SFX: Matter SFX
Stylist: Sam Ranger
MUA: Rebecca Wordingham
Hair Stylist (WW): Amidat Giwa @ Bryant
Hair Stylist (MW): Tom Wright
Manicurist: Saffron Goddard
Choreographer: Supple Nam
Edit: Cabin
Lead Editor: Carlos Font Clos @ Cabin
2nd Editor: Lainy Black
Assistant Editor: Victoria Man
Senior Producer: Caylee Banz
Post production: ETC
Shoot Supervisor: Michael (Chappers) Chapman
VFX Supervisor: Sole Martin
Colourist: Jason Wallis
Compositors: Tane Welham, Daniel Brewster, Amy Smith, Josh Methven
CG Generalist: Baptiste Gueusquin
VFX Editorial: Kingsley Bailey
EP: Vic Lovejoy
Producer: Katie Sharpe
Sound: 750mph
Sound Engineer: Mark Hellaby
Producer: Aishah Amodu