How would you describe your role in the advertising campaign?
I was really excited to be brought in this season to help create a strong fashion direction and message for the stories that the M&S design team had worked on for the new ‘Art of’ campaign.
What is your inspiration for styling the adverts?My inspiration initially came from the Press Look Book and the Press Show – both of which I was involved with. On these we worked very closely with the M&S design team looking at which trends from the catwalk would work and how they would translate for M&S.
It was really important for me to create and inspire a chic fashion-led style for M&S customers. This meant not only including the fashion pieces but also the core collection staples, such as jeans, tailoring, etc, to make them look amazing and contemporary with a lux feel.
I was really excited to be working with women and men of all ages as it gave me the chance to emphasise that you can be fashionable at any age. I wanted to show that a woman in her 60s can look just as amazing as a woman in her 30s.
How did you create a fashion direction that our customers would love?
I think we all want to feel confident and fashionable in how we dress no matter what our age and this was key to styling the looks for the campaigns. It’s all about getting the M&S customer excited about the collections and feeling confident and beautiful with the pieces she has bought.
My main aim was not to over style the clothes and accessories and to give a clear message. I really wanted the clothes to speak for themselves and inspire the customer.
For example, in The Art of Cashmere I took inspiration from the winter neutrals and textures on the runway. My aim has been to keep it simple, showing how beautiful and lux the product is. From cashmere roll necks (which are a key shape for winter) to the lux Corey tracksuit, it will be the key investment piece for any woman’s wardrobe.
In The Art of Boho Chic, I wanted to have fun styling the looks, as it was one of the biggest trends to come through this season. M&S has amazing accessories and so it gave me the perfect opportunity to add Boho hats, retro knee boots and gorgeous tassel bags with the printed dresses and blanket coats. It’s a fun trend, which you can take as far as you feel confident.
How would you sum up the M&S A/W 2015 collection and the campaign supporting it?
It’s aspirational with a lux feel and is going to excite customers about product, tailoring and quality.
It was an amazing opportunity to create a fashion message from start to finish and my main objective was to inspire the M&S woman and give her confidence and know that when she shops at M&S she is buying quality fashion.
For Menswear, it was about taking beautiful tailoring and classic pieces and introducing little twists such as bright socks, layering textures and giving it a bit more attitude. The Menswear teams have been working on quality and shape so the tailoring for suits has a fantastic fit, jeans are a much better shape and shirts now come in different fits – which is really important.
Which items will you be buying from the collection this season?
There are sooooo many! But my must-haves are:
Burgundy belted military coat.
Speziale bootleg jeans – best fit ever!
Tan suede retro knee boots – they come in black and burgundy too…maybe all
Cashmere tracksuit – pure luxury for lounging around the house.