Marks & Spencer unveils Sienna Miller as its new face of fashion for AW23
Marks & Spencer, which is experiencing a revival in fortunes for its fashion business, has revealed Sienna Miller as the face of its AW23 womenswear campaign.
The British actress fronts the latest iteration of the retailer's ‘Anything but Ordinary’ campaign wearing pieces that comprise both seasonal, trend-led looks and timeless staples. Miller sports outerwear and smart tailoring pieces (including her favourite piece - the tweed check blazer) alongside separates, chunky knitwear and statement accessories, "blending elements of British style with more bohemian and eclectic influences", which chimes with Miller's own approach to fashion.
Miller, who shot to fame in the 90s and was celebrated for her strong sense of personal style as well as her acting talent, said of the news: "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."
Anna Braithwaite, Clothing & Home Marketing Director at M&S, said Miller was chosen to appeal to the current M&S customer but also to draw in a new one: “We wanted our Autumn campaign to appeal not only to our core customers but also turn the heads of women who may not have previously considered M&S. The edit of clothing included in the campaign is timeless, ageless, seasonless and can be styled in a myriad of different ways, encapsulating an inclusive and broad appeal.”
“Working with Sienna on this campaign has been incredible – she’s a style icon and super successful. She juggles a career with being a Mum too, something that I’m sure many of our customers can relate to. We wanted to acknowledge the many roles that women play and celebrate the power of fashion to transform how we feel and how we behave. It’s uplifting, playful and really kick starts a very exciting season for M&S.”
Maddy Evans, Director of Womenswear at M&S, added: "We are absolutely delighted to welcome Sienna Miller into the Marks & Spencer family as the face of our Autumn Campaign. Sienna is the epitome of the modern woman - confident, empowered, and effortlessly chic. Her impeccable sense of style and innate ability to make a statement through fashion makes her the perfect fit for M&S. Her unique style and personality complement our brand values, and we are confident that together we will inspire our customers – existing and new - with exciting fashion choices throughout the season and beyond.”
Marks & Spencer recently hailed a return to the FTSE 100 index after a strong recovery in its share price over the past 12 months. The retailer has been undergoing a transformation programme involving widespread store upgrades, the introduction of more third-party brands to its fashion offer and a fresh approach to its own label, which has won praise from the fashion press and driven sales.
Last month the company upgraded its profit forecast for the first half of the new financial year following market share gains across fashion, food and home and its ability to sell more full-price product. Its half-year results for the six months to September will be unveiled in November.
The new 360 campaign featuring Sienna Miller launches on Thursday 7 September for four weeks across the UK and the Republic of Ireland. It spans TV, VOD, OOH, press, digital, escalator ribbons at Oxford Circus and Kings Cross tube stations, paid & organic socials, PR, and CRM. The campaign will also be brought-to-life on M&S.com and in-store through POS and window takeovers.
