latest news   fashion   beauty   living   volante   print   tv
  home   community   advertise   contact


Sponsored video: M&S’s The Art of reminds us that it gets fashion, better than ever before

Filed by Lucire staff/September 24, 2015/23.32

Once Marks and Spencer, M&S has become a global brand, and as you travel, you can find its logo miles away from its origins in Leeds. And with September comes a new campaign, The Art of, which shows just how M&S has its finger on the pulse of the latest fashion.
   This high-impact campaign is just exploding with colour, and the spectacle is intentional. M&S has strong fashion credentials, in women’s, lingerie, men’s, and children’s sectors, but it hasn’t been traditionally known for them. Yet Brandindex says M&S is top of the list of 32 high street fashion brands on metrics including quality and reputation. M&S wants to remind us that it understands fashion.
   By showing a sheep whose coat, thanks to visual effects, shoots off it and becomes wool, and injecting messages about its sustainably sourced cotton, M&S addresses customers’ desires that, these days, we want great fashion, but we want to be sure that it’s coming from a socially responsible place. It also emphasizes the notion of craftsmanship.
   Executive director of marketing Patrick Bousquet-Chavanne notes that the brand is at a ‘seven-year high’, according to Marketing Week, and it’s been helped along by M&S’s revamps of some of its larger stores. M&S has also changed its design and buying teams, and in-store personal stylists are planned, too. It’s conscious that the retailer needs to match the great fashion with the in-store experience, so that the M&S brand is consistently high quality, every time someone has contact with it.
   The cutting-edge campaign, which uses Mark Ronson’s ‘Uptown Funk’ featuring Bruno Mars, will be seen in 50 countries, in TV, print and digital media.

Post sponsored by M&S

Also in Lucire’s news section

fashion / London


Get more from Lucire

Our latest issue

Lucire 43
Check out our lavish print issue of Lucire in hard copy or for Ipad or Android.
Or download the latest issue of Lucire as a PDF from Scopalto

Lucire on Twitter

Lucire on Instagram