M&S
Founded in 1884, Marks & Spencer (M&S) is a British retail giant that has become synonymous with quality and value. With a product range that spans food, home goods, and fashion, M&S has a special place in the British fashion landscape. The brand offers a comprehensive fashion line that includes womenswear, menswear, children’s fashion, and lingerie. Known for classic, durable garments, M&S has been a go-to for everything from tailored suits and seasonal collections to high-quality lingerie. Balancing timeless basics with contemporary styles, the retailer has maintained its reputation across generations, making it a staple in British households for both everyday wear and special occasions.
Marks & Spencer (M&S), a British high-street retailer, wanted to celebrate their 90th anniversary of their lingerie line in a unique and memorable way. The goal was to not only showcase the evolution of their lingerie over the decades but also to introduce their latest collection, Fashion Street, to a new generation of consumers. To achieve this, M&S partnered with Michèle Victoria (M&V).
Structured storytelling, made to last
In addition to the archival film, Michèle Victoria (M&V) was tasked with creating a separate fashion film to launch the Fashion Street collection. This film provided an intimate look at the design process, from initial sketches and mood boards to the final monochromatic collection. The film captured the influences that inspired the collection, offering viewers a behind-the-scenes look at how a lingerie line comes to life.
The film was met with critical acclaim and successfully engaged both new and existing customers. The ’90 Years of M&S Lingerie’ fashion film became a cornerstone of the anniversary celebrations, generating buzz on social media and attracting media coverage. Meanwhile, the Fashion Street collection film effectively introduced the new line to consumers, driving interest and sales.
By leveraging the power of storytelling through film, Michèle Victoria (M&V) helped M&S celebrate a significant milestone while setting the stage for future success in the lingerie market.
Marks & Spencer (M&S) wanted to inject some personality and humour into their menswear line, aiming to both entertain and inform their audience. To achieve this, they partnered with Michèle Victoria (M&V). The project featured Ian Wright, M&S’s Menswear Editor, in a series of films that put the collection to the test in real-world scenarios, all with a tongue-in-cheek tone.
