The Annie Leibovitz shot campaign represents a change of direction for Marks & Spencer.
Myleene Klass, Twiggy and Louise Redknapp and dancing around as the latter's husband Jamie acted as DJ. We all remember the Marks & Spencer advert. We don't really want to, but we do.
A Host of Stars Including Tracey Emin [Back Left] and Kate Piper [Far Left] In Marks & Spencer's New Campaign
However, there appears to be a sea change at the British retailer - especially in the marketing department. This year's autumn womens-wear campaign will feature the likes of artist Tracey Emin, veteran actress Helen Mirren, Katie Piper - the victim of a heinous acid attack turned campaigner and television personality, female boxer Nicola Adams, author Monica Ali and US Vogue's Creative Director, Grace Coddington.
Unveiled this week, the campaign also sees the stars sharing the stage with 'real women,' such as Helen Allen, the 2011 Nurse of the Year, and Jasmine Whitbread, the CEO of Save The Children.
New stills from the shoot - by legendary photographer Annie Leibovitz - see the ladies on a boat on the Thames, in a field in the countryside, and in an art studio.
Helen Mirren [Second from left] and Karen Elson [Standing] Also Star in Annie Leibovitz's New Marks & Spencer's Shots
The comparison to the ads with Louise Redknapp etc is startling and the inclusion of Tracey Emin confirms that Marks & Spencer are going after the cool, cultured women this autumn. This is not a glossy television ad broadcast during Coronation Street - it's a high end print campaign.
It can't be stressed enough how much M&S needs this to work. Clothing sales were down for their eighth consecutive quarter last month - this time by 1.6%. As The Guardian points out, the talent costs for the latest campaign must be astronomical, particularly for the always in-demand Leibovitz.
It's the latest change of tact from M&S, with Belinda Earl - formerly at Jaeger - hired as the new style director. She showed her first collection for Autograph in May, featuring better cashmere, tights for heels and a new 'buzz' item, the £85 Celine-esque pink coat.