High street retailer M&S has launched its Autumn 2024 womenswear collection with ‘Big Autumn Energy’, a campaign by Mother Design and Mother.

Tackling the perception that Autumn is Summer’s less fun counterpart, the campaign embraces the colder season with passion and optimism. ‘Big Autumn Energy’ is a refreshingly positive take on the season; positioning it as a time for renewal, through the lens of a new wardrobe.

The move is part of the brand’s mission to broaden its appeal with elevated style, expanding into a market of younger and fashion-led consumers, whilst also appealing to its long-standing consumer base.

The hero film is a 30-second tale of a woman boldly strutting her stuff. Directed by Lope Serrano, AKA Canada, the video leans into catwalk imagery, punctuated with orange, Autumn leaves and iconography of the season. The protagonist sports a variety of outfits, showing the range of the new collection.

Walking her perfectly trimmed pups, she goes all-out for what is revealed to be a run to the shop. All this set against the electronic dance track, ‘Turn Down for What’ by DJ Snake & Lil Jon. The TV advert encourages consumers to be boldly themselves, whatever the reason or occasion.

The collection at the centre of the campaign is comprised of versatile but striking colours, like rich green and black, and long-loved Autumnal textures like leather, velvet, and wools. Silhouettes are clean and classic while accessories are more daring - allowing for a consumer reach across a variety of personal styles.

Speaking on the campaign, Anna Braithwaite, M&S Marketing Director – Clothing & Home, said: “As we continue to drive style perceptions at M&S, we’re kicking off the season with some Big Autumn Energy”.

She continued, “The collection and campaign are here to re-energise people and give them the encouragement and confidence to get out there - using their style to embrace the true energy of Autumn”.

A second installation of the campaign will arrive in early October, keeping up momentum. It will bring with it the Autumn 2024 menswear collection, in line with the insight that men tend to buy new seasonal clothing once the weather has changed.

A refreshing approach to the season, the campaign is making fashion accessible and Autumn exciting. In doing so, ‘Big Autumn Energy’ helps to re-position M&S with fashion-forward, appealing to younger consumers, whilst staying faithful to its core customers.