Models of all shapes and sizes strip off for Marks & Spencer '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, featuring in the glossy fashion magazines this week, shows that the brand are standing by their promise to represent real women.
Breasts, hips, stomachs and bottoms are all on show in the fabulous line-up celebrating curves.

 

Marks & Spencer use models of all shapes and sizes for first time ever in a lingerie shoot for print campaign

The new photograph, features six female models of different body shapes wearing black lingerie and black stilettos.
The 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.

 

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.

 

A still from the M&S television advert which featured 'ordinary' models and not celebrities

 

Marks & Spencer's autumn/winter 2012 stills, featuring models of all shapes, colours, sizes and ages

 

For their autumn/winter 2012 campaign, M&S chose to dispense with celebrity models such as Myleene Klass and Twiggy in favour of 'real' women