M&S Champions the Power of Fashion in Spot Starring Sienna Miller

Today, 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 Sienna playfully bringing to life the style and versatility of the new AW23 collection, spearheaded by a 30-second ad that plays out to the irreverent soundtrack of 'Boys Wanna Be Her' by Peaches.

Sienna 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, Sienna reinforces Marks & Spencer’s commitment to delivering its winning combination of value, quality and innovation. 

Anna Braithwaite, clothing and home marketing director at M&S, said, “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.”

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 launches 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. 

The collection will be available to shop at M&S.com and in 100 stores.