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.
A Journey Through Time and Fashion: Celebrating 90 Years of M&S Lingerie Through Film
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 Not Studio, a London-based creative agency known for their expertise in fashion film, branded content, and creative direction.
Archival Films Meet Modern Creativity
Given exclusive access to M&S's extensive film archives, Not Studio faced the exciting challenge of weaving together 90 years of lingerie history into a compelling narrative. The team meticulously reviewed archival footage, selecting key moments that represented shifts in fashion, culture, and design. These clips were then integrated into a modern film that not only celebrated the past but also looked forward to the future of M&S lingerie.
The Fashion Street Lingerie Collection
In addition to the archival film, Not Studio 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.
generating buzz on social media and attracting media coverage
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, Not Studio helped M&S celebrate a significant milestone while setting the stage for future success in the lingerie market.
M&S - 90 Years of Lingerie Archive
M&S - Fashion Street Lingerie Film
M&S Editorial Films: A Tongue-in-Cheek Exploration of the Menswear collection
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 Not Studio. 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.
Real-World Testing with a Twist of Humour
The series was designed to be both informative and entertaining, showcasing the practical benefits of M&S's menswear collection while also highlighting Ian Wright's charismatic personality. Two standout films from the series focused on the travel tech within the collection and the thermal qualities of the menswear underwear.
Packing Smart and Staying Fresh
In one film, Ian Wright takes viewers on a journey to demonstrate the travel-friendly features of M&S's menswear line. With a suitcase in hand, Ian shows how to pack efficiently and what to wear for a comfortable yet stylish trip. The film culminates in Ian arriving at his destination looking as fresh as when he started, thanks to the travel tech integrated into the clothing.
A Chilly Challenge with a Warm Outcome
In a more daring film, Ian takes to an ice rink dressed only in M&S thermal underwear. As the crowd watches in amazement, Ian showcases his ice-skating skills, all while staying warm and comfortable. The film serves as a humorous yet effective demonstration of the thermal qualities of M&S's menswear underwear line.
M&S - Menswear Episode 3 Essential Travel
M&S - Menswear Episode 6 Thermals
Bringing Kidswear to Life Through Augmented Reality
Marks & Spencer (M&S) sought to revolutionise their kidswear line by integrating augmented reality (AR) technology into their t-shirt designs. The aim was to create an interactive and magical experience for children, transforming ordinary clothing into a playground of imagination. To bring this vision to life, M&S partnered with Not Studio, a London-based creative agency with a strong track record in fashion film, branded content, and creative direction.
Merging Fashion and Technology for a Magical Experience
The project involved creating a series of films that showcased the AR t-shirts in action. Children were filmed playing with their iPads, which activated the AR features embedded in the t-shirt prints. The films were designed to capture the wonder and excitement of seeing ordinary t-shirt designs transform into animated, interactive experiences.
Spring Collection: Animals Come to Life
In the spring-themed film, children wearing M&S AR t-shirts interacted with their iPads to bring various animal prints to life. What started as static images of animals on their t-shirts soon became animated creatures that moved and played, much to the children's delight.
Christmas Collection: A Magical Winter Wonderland
The Christmas film took the magic up a notch. Children wearing holiday-themed t-shirts activated scenes of flying helicopters and playful bears right on their clothing. The film captured the essence of the holiday season, turning each t-shirt into a miniature winter wonderland.
By seamlessly blending fashion, technology, and storytelling, Not Studio helped M&S create a truly magical experience for their youngest customers, redefining what kidswear could be in the digital age.
M&S - Kids Augmented Reality T-Shirts Spring
M&S - Kids Augmented Reality T-Shirts Christmas
12 Shoots
15 FILMS
40 Stills
4k Comments
240k Likes
Client
M&S LINGERIE FILMS
M&S MENSWEAR EDITORIAL SERIES
M&S CHILDREN’S VR COLLECTION FILMS
Project
MARK BAGE
TOM MCKAY
JAMES BOYES
CREDITS
SERVICES
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