Marks & Spencer Clothing is launching its 2024 Autumn Womenswear collection with a new omnichannel campaign that celebrates the return of chilly mornings and golden brown leaves.
Developed by creative agency Mother Design and Mother, ‘Big Autumn Energy’ will be centred around a 30-second clip that showcases how the retailer’s high fashion-inspired collection is perfect for everyday use.
Directed by Lope Serrano AKA Canada and rather incongruously paired with Turn Down for What by DJ Snake and Lil Jon, the work will aim to broaden M&S’ appeal and elevate its style perceptions.
“As we continue to drive style perceptions at M&S, we’re kicking off the season with some Big Autumn Energy,” M&S marketing director, clothing and home, Anna Braithwaite said.
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“The collection and campaign are here to re-energise people and give them the encouragement and confidence to get out there – using their style to embrace the true energy of autumn.”
The hero film will be supported by a series of out-of-home and print executions ahead of the launch of M&S’ Autumn Menswear collection in early October.
Mother Design ECD, Kirsty Minns added: “We’re continuing a great transformative journey towards creating positive fashion fame for M&S, with the launch of our latest campaign. The role of brand, design and art direction in influencing fashion and style perceptions cannot be underestimated. Working with M&S, we have continued to move the dial in terms of consumer perceptions, an approach which is starting to pay dividends.
“For autumn, we’ve drawn inspiration from the cinematic world of high fashion, incorporating the essence of the season and everyday moments to create a campaign that feels both elevated and relatable. This approach allows us to maintain accessibility for our audience while providing different hooks.”