THE latest spokeswomen for Marks & Spencer feature an eclectic mix of athletes, models and 'real' women.
These women may come from different backgrounds, age groups and ethnicities, but the one thing they have in common is their iconic status.
Legendary actress Helen Mirren, Vogue's Grace Coddington, supermodel Karen Elson, singers Ellie Goulding and Laura Mvula and burns survivor, television presenter and charity campaigner Katie Piper are among those featured in the new campaign Marks & Spencer.
The new campaign has already earned positive headlines for the retailer, and it is expected to give sales a boost in the UK and Ireland.
Famed photographer Annie Leibovitz shot the campaign featuring Britain's Leading Ladies in London.
"We wanted this campaign to signal a new and confident tone of voice," said Patrick Bousquet-Chavanne, executive director of marketing and business developments at M&S.
"Annie was the perfect choice to shoot a campaign of this magnitude.
"Her unmistakable, signature style was exactly what we needed.
"Annie's photography has become synonymous with defining key moments in the history of brands over the years and, as such, we feel that this campaign is the ideal way to illustrate M&S's move into a new era."
Marks & Spencer already boasts a fusion collection with supermodel Rosie Huntington-Whiteley 'Love Rosie for Autograph', and has previously included Twiggy, Lisa Snowden and Dannii Minogue.