Models of all shapes and sizes strip off for M&S ‘sexy shapewear’ advert

M&S 'sexy shapewear' advert
Models of all shapes and sizes strip off for M&S ‘sexy shapewear’ advert

They won some serious brownie points with women everywhere in their recent television advert, by employing female models of all shapes and all ages.

And the new M&S underwear advert, appearing in the glossy fashion magazines this week, shows that the brand are standing by their promise to represent real women.Breasts, hips, thighs, stomachs and bottoms are all on show in the fabulous line-up celebrating gorgeous curves, with the women ranging from size eight to 16 and age 22 to 48. The new photograph – used to promote the retailer’s Sexy Shapewear autumn/winter 2012 line – features six female models of different body shapes wearing black lingerie and black stilettos.

The ‘real’ women wear bras and 50s-style high-waisted knickers, black curve-skimming slips, body-shaping briefs and black lace bodies.The strong image has echoes of the Dove beauty campaign which celebrated the female form in all its guises, not just those of sample-size models.

The beauty brand’s 2004 campaign used ‘real’ women and not models to promote their Dove Firming cream.M&S has chosen to dispense with its celebrity models – including Myleene Klass and Twiggy – in favour of more anonymous ‘ordinary’ models who represent a much more honest cross-section of women in Britain and are much easier to identify with.

In the television advert the models walk towards the camera in a catwalk manner, dancing to Edwyn Collins’ hit A Girl Like You.The strapline for the campaign is ‘For Every Woman You Are’ and the response from Britain’s females as so far been overwhelmingly positive. – Dailytimes