Gillian Anderson stars in new M&S advert

Gillian Anderson returns as chief compliments officer in M&S’s new autumn campaign, which celebrates the shared love of style amongst women. The campaign is the third instalment of M&S’s ‘Love That’ brand platform, which was the retailer’s highest-scoring fashion campaign ever according to System1.

The new campaign follows M&S’s summer fashion show in Ibiza and the launch of the first-ever pitlane catwalk at the Formula 1 Pirelli British Grand Prix 2026 at Silverstone. The hero spot was filmed in the National Art Library in the V&A museum.

In the spot, Anderson is seen researching how to give compliments but finds herself distracted by the women around her and starts complimenting them, derailing her research completely. She is seen wearing M&S’s £28 aubergine satin shirt, paired with classic black trousers and ballet flats.

M&S’s autumn collection is a key part of the campaign, with pieces including its faux fur jacket, pinstriped suit, and blue satin co-ord. Sharry Cramond, marketing director, fashion, home and beauty at Marks & Spencer, said: “After celebrating a summer of ‘Love That’, they are excited to keep building that momentum into Autumn, the single biggest style moment of the year.”

Cramond added: “It is the season all about the pieces that catch your eye, spark a compliment and inspire you to share the look with someone else. Fashion has always been a powerful way to connect, and the ‘Love That’ platform celebrates those moments of admiration, recommendation and inspiration that happen every day.”

Hollie Walker, executive creative director at Mother London, said: “There’s a very specific kind of joy in being complimented on a fresh look. It’s a tiny victory but one that can be repeated over and over again. They wanted to capture that feeling and bring ‘Love That’ to life as M&S’s celebration of the clothes people can’t help but covet.”

M&S Expands Fashion Reach

The third instalment of the ‘Love That’ campaign will be followed by M&S’s first ever catwalk show at London Fashion Week. For women, being able to share and discover new styles with others is a key part of the fashion experience, and the campaign aims to tap into that sense of community and connection.

As the campaign launches, M&S will be showcasing its autumn collection in a range of settings, from the catwalk to social media. With its focus on shared style and compliments, the ‘Love That’ platform is likely to resonate with customers looking for inspiration and connection in the world of fashion.

Sharry Cramond noted that the autumn collection has something for everyone, with a range of styles and prices to suit different tastes and budgets. The collection includes statement pieces like the faux fur jacket and more classic items like the pinstriped suit.

M&S’s campaign is all about celebrating the joy of compliments and the way they can bring people together. By showcasing its autumn collection in a range of settings, M&S hopes to inspire customers to share their own style and discover new looks.

The ‘Love That’ platform has been a success for M&S, with the previous two instalments receiving positive feedback from customers. The company is building on that momentum with the new campaign, which is set to run throughout the autumn season.

London Fashion Week Debut

M&S’s first ever catwalk show at London Fashion Week will be a major highlight of the campaign. The show will feature a range of looks from the autumn collection, and will be a key part of the company’s efforts to showcase its fashion credentials.

With the campaign now underway, M&S is set to make a big impact in the world of fashion. The company’s focus on shared style and compliments is likely to resonate with customers, and the autumn collection has something for everyone.

The choice of the National Art Library in the V&A museum as the filming location for the hero spot adds an extra layer of sophistication and elegance to the campaign, reflecting the high-quality and stylish nature of M&S’s autumn collection. The library’s beautiful architecture and tranquil atmosphere provide a unique backdrop for Anderson’s interactions with the women around her, highlighting the way in which fashion can bring people together in a shared appreciation of style and beauty.