M&S gets the X Factor as Dannii Minogue leads glamorous new campaign line-up


From Myleene Klass's bikini to Twiggy's trench, Marks & Spencer advertising campaigns can not only guarantee a sellout product, but also raise the star of its celebrity spokesmodels.

So one can only image what it is set to do for Dannii Minogue, who is already one of Britain's most famous faces thanks to her role as a judge on the X Factor.

The 38-year-old mother-to-be joins a new cast of faces in promoting the High Street store's latest womenswear, including Strictly Come Dancing star Lisa Snowdon, singer VV Brown and Brazilian supermodel Ana Beatriz Barros.

Enlarge Marks & Spencer spokesmodels in the store's latest campaign, from left: Dannii Minogue, Lisa Snowdon, Twiggy, Ana Beatriz Barros and VV Brown

Here come the girls: The latest Marks & Spencer spokesmodels in the store's latest campaign, from left: Dannii Minogue, Lisa Snowdon, Twiggy, Ana Beatriz Barros and VV Brown

Twiggy, who has modelled for the brand for the past five years, is the only one to have appeared in previous campaigns, at 60, a glamorous representative for Marks & Spencer's older customer.

The company's executive director of marketing, Steven Sharp, has called her 'shorthand for fashion at M&S'.

Television presenter Myleene Klass, who, like Dannii, began working for the brand while pregnant with her first child, does not appear in the latest shoot, but has instead been employed on projects for M&S Money and M&S Online TV.

Enlarge Dannii Minogue models a future must-have blue polka-dot dress

Yummy mummy: Dannii Minogue models a must-have navy spot jacquard dress (£39.50)

The television campaign, which is due to launch on Wednesday, will be accompanied by the soundtrack To Be Real, by Cheryl Lynn.

It sees the models in a number of different scenarios, including a woodland scene and a nautical themed-set.

During the shoot in South Africa last month, Dannii, a keen user of the social networking site Twitter, tweeted: 'I'm so excited to be a Marks & Spencer girl.

'On the beach shooting your spring campaign!'

The 5ft 2in singer is undeniably the star of the new series of images, despite being noticeably shorter than her fellow models.

In one scene, the five are seen walking together, the taller Lisa, Ana and VV behind, with Dannii and Twiggy (in flat sandals) in front.

This is just one of several high-profile projects she has signed up for before returning to Australia with boyfriend Kris Smith for their baby's birth in July.

She announced last week that she would be writing an autobiography following a deal with publisher Simon and Schuster.

She has also designed a range of dresses with handbag designer Tabitha Somerset Webb, and will be appearing as a judge on Australia's Got Talent.

She said: 'I feel as though a whole life chapter is closing, and a new exciting one is unfolding. It feels like the right time to put pen to paper to account my first 38 years.

'It’s important to me that the book contains all the ups and downs of my life so far, with many stories untold. I’m thrilled to be teaming up with Simon & Schuster to finally put my story on record.'

She is also believed to have signed a deal with ITV2 to film a £200,000 six-part reality television show.

The new guard: Dannii Minogue and Twiggy are the stars of the new M&S campaign, which has a nautical theme

The new guard: Dannii and Twiggy are the stars of the new M&S campaign, which has a nautical theme

Celebrity line-up: The TV ad sees Capital Radio presenter Lisa Snowdon star alongside singer VV Brown

Dannii's pregnancy means she will miss the initial auditions of the new series of The X Factor, but she is hoping to return in time for the live shows in September.

Fellow judge Louis Walsh called on X Factor bosses to bring her back: 'I don't see why she shouldn't be back.

THE NEW M&S GIRLS

  • DANNII MINOGUE: The X Factor judge has had a music and acting career that spans over twenty years. She is currently writing her autobiography.
  • ANA BEATRIZ BARROS: The Brazilian supermodel was discovered in Rio de Janeiro in her teens and immediately caught the eye of Mario Testino.
  • V V BROWN: Her 2009 debut album ‘Travelling like the Light’ has enjoyed huge success. She has been embraced by the fashion industry thanks to a unique personal style.
  • LISA SNOWDON: The former model once dated George Clooney and currently co-hosts London’s Capital Radio breakfast show.
  • TWIGGY: The legendary Sixties model is also the face of Olay, and returns for her 5th year as the face of M&S.

'I don't know who else is back. I presume Simon and Cheryl will be there, and maybe Dannii will.

'She worked really hard last year. I don't see why she shouldn't be back once the baby is born.'

Marks & Spencer's trend-led campaign focuses on must-have garments and accessories, designed to make the most of a capsule wardrobe.

They vary from chic, wearable styles such as Dannii's navy spot jacquard dress (£39.50, right) to the challenging, such as the £55 linen jumpsuit that could only be pulled off by someone as slender as Ana.

The 27-year-old, who appeared in the 2010 Pirelli calendar alongside Daisy Lowe and Miranda Kerr, also models all the latest lingerie and swimwear.

A source at the store said yesterday: 'Ana is perfect. She's sexy and exotic but approachable. We expect her to appeal to men and women alike.'

Today Marks & Spencer also announced that it was to cease running its infamous 'food porn' television advertising campaign.

The adverts, which have feature the phrase 'This is not just...' for the past five years, will be replaced by a new pay-off: 'Just because'.

The first in the new series of 20 commercials will launch nationwide on Friday, and will focus on products in the run-up to Easter.

Mr Sharp told how the company had significantly increased its marketing budget this year, calling it a 'post-recession spring clean'.

Universal appeal: At 60, Twiggy (left) is a glamorous role model for the older customer, while 27-year-old Brazilian supermodel Ana Beatriz Barros (right) is sure to set pulses racing in her new role

'Six months ago we were still feeling where the recession was going,' he said.

'Then things started to get better in the run-up to Christmas and come spring there was a new mood and it felt the time to move everything on.

'It was a big decision as the campaigns for food and fashion have been tremendously successful. We wanted to capture a sense of change. In some respects it is fair to say it is a post-recessionary spring clean.'

Trend-led: The campaign, which stars Dannii (right) and Lisa (left) has a focus on must-have seasonal pieces



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