M&S brings on the girls (posh and arty version) to try to kick-start womenswear sales

Much head-scratching over the new M&S print/poster campaign (at least that’s what I assume it is) from RKCR/Y&R featuring various well-known (and not so well-known, at least to me) gals.

In this one we have: Monica Ali, Ellie Goulding, Karen Elson, Katie Piper, Helen Allen, Darcy Bussell, Jasmine Whitbread, Helen Mirren, Nicola Adams and Tracey Emin.

And in this Gainsborough-like composition from campaign photographer Annie Liebovitz not quite so many of them.

And very nice they look. Nary a logo in sight you’ll see but maybe M&S is banking on all the publicity and social media to do that for them.

Which is brave in the extreme.

Actually this reminds me of about 20 years ago when art directors ruled the ad world, with often beauteous but sometimes perplexing consequences.

But we’re all for bravery and M&S womenswear could do with some. Go girls!