Chief compliments officer Gillian Anderson returns for M&S’s autumn campaign, which celebrates the “shared love of style amongst women”.
The new campaign is the third instalment of its ‘Love That’ brand platform, which was M&S’s highest-scoring fashion campaign ever according to System1.
Since in the initial campaign’s release in March of this year, M&S has hosted and livestreamed its summer fashion show in Ibiza. It also launched the first-ever pitlane catwalk at the Formula 1 Pirelli British Grand Prix 2026 at Silverstone.
The hero spot was filmed in the National Art Library in the V&A museum.
In the spot, Anderson is seen researching how to give compliments but finds herself distracted by the women around her and starts complimenting them derailing her research completely.
In the campaign she is seen wearing Gillian is seen wearing M&S’s aubergine satin shirt, priced at £28. It is paired with a pair of classic black trousers and ballet flats.
Sharry Cramond, marketing director, fashion, home and beauty at Marks & Spencer said: “After celebrating a summer of ‘Love That’, we’re excited to keep building that momentum into Autumn, the single biggest style moment of the year.
“It is the season all about the pieces that catch your eye, spark a compliment and inspire you to share the look with someone else. Fashion has always been a powerful way to connect, and our ‘Love That’ platform celebrates those moments of admiration, recommendation and inspiration that happen every day.”
The campaign spotlights pieces from the retailer’s autumn collection including its faux fur jacket, pinstriped suit and blue satin co-ord.
Hollie Walker, executive creative director at Mother London added: “There’s a very specific kind of joy in being complimented on a fresh look. It’s a tiny victory but one that can be repeated over and over again. We wanted to capture that feeling and bring ‘Love That’ to life as M&S’ celebration of the clothes we can’t help but covet.”
The third of instalment of the ‘Love That’ campaign will be followed by M&S’s first ever catwalk show at London Fashion Week.
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