Sienna Miller champions the transformative power of fashion in new M&S campaign

M&S has unveiled the latest iteration of its ‘Anything but Ordinary’ brand platform with the launch of Autumn by M&S – the retailer’s womenswear campaign starring the British actress, Sienna Miller.

As M&S continues its journey to evolve style perceptions, the campaign, created by House 337, has Miller playfully bringing to life the style and versatility of the new AW23 collection, spearheaded by a 30-second ad that plays out to the soundtrack of “Boys Wanna Be Her” by Peaches.

Miller embodies the high-low, easy-dressing approach that influenced the new collection from Britain’s biggest high-street retailer. Showcasing the transformative power of fashion, she expresses how each look makes her feel while displaying the different forms of confidence that each unlocks. Miller, like many M&S customers, understands this need to shape-shift between many roles.

Wearing both trend-led pieces that turn heads and timeless staples, Miller reinforces Marks & Spencer’s commitment to delivering its winning combination of value, quality and innovation.

Sienna Miller commented: "I have always had a genuine love for Marks & Spencer. It's a brand that is part of the fabric of British life and holds special associations for so many people. I am thrilled to be joining this iconic company, fronting their Autumn campaign and being a part of their journey in shaping the future of fashion."

Zara Ineson, executive creative director from House 337, said: “Sienna Miller was the natural choice of lead protagonist for her unique knack of flexing her fashion sense between everyday casual and high profile events. The style-driven narrative encourages everyone to explore the highly-anticipated collection, which uniquely reflects the brand’s impressive fashion credentials.”

The 360 campaign launched on Thursday 7th September for four weeks across the UK and the Republic of Ireland. It spans TV – majoring on ITV, Channel 4 and Sky – as well as VOD, OOH, press, digital, escalator ribbons at Oxford Circus and Kings Cross tube stations, paid & organic socials, PR, and CRM.

In print, titles include Vogue, Stylist, Grazia, Guardian Weekend, The Times and The Sunday Times Style. Media was planned and bought by Mindshare. The campaign will also be brought to life on M&S.com and in-store through POS and window takeovers.

Credits

Brand: Marks & Spencer
Client: Anna Braithwaite, Clothing & Home Marketing Director
Stylist: Sam Ranger
Creative agency: House 337
Executive Creative Director: Zara Ineson
Group Creative Director: Eilidh Ratcliffe, Hannah Vere
Associate Creative Director: Lou Canham
Senior Art Director: Chloe Hwang
Head of Strategy: Georgina Murray-Burton
Senior Strategist: Isaac Blackbourne
Account Management: Hannah Gill, Harriet Rodger, Laura Smeaton
Agency Producer: Lawrie Mclintock, Lauren Sloan, Emily Tredinnick
Service Production: Image Partnership
Post Production: Cheat
Sound Design: 750 MPH
DoP: Jeremy Valender
Movement Director: Eric Christison
Editor: Thomas Goldser
Media agency: Mindshare