The M&S autumn/winter 2013 collection.Beauty is in the wits!

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The M&S Campaign has managed to balance exceptionally between publicity stunts and a really fresh approach to the overall idea of fashion campaign. By employing celebrity photographer Annie Leibovitz (known for her subtle her powerful photography aesthetics),the M&S advertising team have decided to feature in their campaign various female faces-fashion icons and not only that-,from Grace Coddington,Tracey Emin, Darcey Bussell and grande dame Helen Mirren. Olympic Gold winning-Nicola Adams; Brick Lane author Monica Ali; 2011’s  Nurse of the Year Helen Allen; supermodel Karen Elson; singers Ellie Goulding and Laura Mvula; burns survivor, television presenter and charity campaigner Katie Piper; and Jasmine Whitbread – ceo of Save the Children are also some of the women that are included in this unique project that seems to aim more into female personality projected on clothes that into the idea of clothes ”defining” a certain ”image” or ”personality” when worn.

We wanted this campaign to signal a new and confident tone of voice,” said Patrick Bousquet-Chavanne, executive director of marketing and business developments at M&S. “Annie was the perfect choice to shoot a campaign of this magnitude. Her unmistakable, signature style was exactly what we needed. Annie’s photography has become synonymous with defining key moments in the history of brands over the years and, as such, we feel that this campaign is the ideal way to illustrate M&S’s move into a new era.” 

But the idea is not based on Mrs Leibovitz aesthetics and confirmed abilities.As i’ve mentioned before,the concept behind this very campaign expands beyond ”looking good” or ”looking in fashion”. Grace  Coddington herself noted in Graziadaly: “Indeed, the high-street hero has launched a collection that has the fash-pack’s mouths watering. The winter coats have raced right to the top of our wishlists thanks to the pretty blush pink shades, soft faux furs in animal prints and clean simple shapes. Bravo, M&S crew. Grazia Daily has also been treated to this exclusive behind-the-scenes shot of the women in a London artist’s studio, which sets the scene for M&S’ rebellious yet playful ’London Calling’ trend – a combination of bold checks, textured wools and a palette of reds and blacks. It’s just one of the quintessentially British backdrops that also includes a boat on the River Thames or lush green rolling hills.”

The idea of choosing those very successful women (each in her own field) undermines the idea of fashion defined ”beauty”,projecting it in a universe where wits,personal style and clear visions are being considered fashionable as well.Now,that’s new and i embrace it.

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