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M&S takes womenswear in 'optimistic new direction' in first work from ODD

The campaign showcases what M&S has described as "key shapes for the new season" / M&S

Marks & Spencer (M&S) has unveiled its first work from newly-appointed indie agency ODD with the launch of a style-led campaign designed to take its womenswear offering in an "optimistic new direction".

Running across digital, social, OOH and print, the brand's Autumn womenswear push features long-running ambassador Hollly Willoughby as well as some new faces, including Line of Duty star Vicky McClure, influencer Clemmie Hooper and model Ariish Wol.

The campaign showcases what M&S has described as "key shapes for the new season" including an oversized aviator jacket and printed midi dress; alongside "hard-working basics" like denim and layering.

The work has been designed to highlight how M&S offers an "effortless" style for the everyday.

Nathan Ansell, director of marketing for M&S clothing and home, said: "For Autumn we wanted to move our womenswear collections in an optimistic new direction, celebrating what M&S really means to modern women today; inclusive and versatile, this campaign is about making the every-day extra special."

The launch comes as M&S braces itself to drop out of the FTSE 100 for the first time, reflecting a share price at nearly a 20-year low following a long-running sales slump at the retailer’s clothing arm.

The Autumn work marks M&S' first big clothing drive since it handed the account to ODD in March. The move displaced longtime partner Grey London, which still handles M&S' food marketing.

Giving some insight into why he picked ODD at the time, Ansell said the brand needed "more targeted, inspirational and relevant customer marketing" to restore its style credentials.