M&S needed to get it's fashion mojo back in the eyes of the city,  the fashion press and it's customers. They needed a campaign with substance. Cue Britain's Leading Ladies, a campaign featuring amazing British women, including Dame Helen Mirren, Tracy Emin, Helen Allen the Nurse of the year, Grace Coddington, Rita Ora, Annie Lennox, Emma Thompson and Doreen Lawrence. All shot by Annie Leibovitz.

The campaign launched in fashion PR and editorial alongside online interviews with the Leading Ladies, which gave us revealing insights into their own views on success and inspirational advice to others. Finally, the ads were released in the fashion glossies and as a national poster campaign.