Marks & Spencer’s Chief compliments officer Gillian Anderson hires Amelia Dimoldenberg as general manager of Casa Del Compliments, M&S’s summer campaign world.

While Anderson is off on her summer holidays, Dimoldenberg will host the retailer’s first-ever shoppable live launch show on May 7. Her role also includes being a show caller, stylist, model and DJ (according to herself).

Devised by creative agency Mother, the campaign will run across TV, social media content and live events. Dimoldenberg will also host a live content series showcasing M&S’s fashion offerings. The new collection features fringing, warm browns and soft tans.

Sharry Cramond, marketing director of fashion, home and beauty at M&S, said: “We’re incredibly proud of the collection we’re delivering outstanding style and quality, with real emphasis on value. Half of our womenswear summer collection is £30 or under. And we know one in three customers now turn to social media for inspiration when building their summer wardrobe.

“That’s why we have Amelia Dimoldenberg leading our next ‘Love That’ instalment and are leaning heavily on influencers and creators, marking the moment with something no brand has done before: a fully live collection launch show where customers can get live inspiration and then shop their favourites. This is the summer of Love That!”

According to the retailer, the summer campaign builds on its spring Love That campaign. It also includes two hero spots that will be unveiled in two phases. In the first film, which was directed by ProdCo’s Alice Kunisue, Dimoldenberg is a tennis umpire and lifeguard.

The campaign comes as research from the retailer shows that summer is the most challenging season for its core consumer base to shop for.

Hollie Walker, executive creative director at Mother said, “We’re bringing the true Love That feeling to the entire summer, with a campaign that aims to match the ambition of the collection – effortless style, delivered with a warm smile.

“Amelia Dimoldenberg is on hand to dish out ‘Love Thats’ across a series of films, while the Summer ‘26 collection launches live from Casa Del Compliments. We want everything to feel unmistakably M&S, celebrating style and feeling good, all summer long.”

Click here to sign up to Retail Gazette‘s free daily email newsletter