M&S unveils creator-led summer launch fronted by Amelia Dimoldenberg

Marks & Spencer has unveiled one of its biggest creator-led campaigns to date, launching its summer collection with a livestreamed runway show fronted by Amelia Dimoldenberg.

The UK retailer hosted more than 90 creators, influencers and press guests at “Casa Del Compliments”, a fictional hotel takeover designed around the campaign’s “Love That” branding, before broadcasting its first-ever live shoppable runway event across YouTube and Instagram. More than 11,000 viewers were waiting on YouTube before the show began, with audience numbers climbing further during the livestream.

Dimoldenberg, best known for the YouTube series Chicken Shop Date, appeared throughout the campaign as the fictional “General Manager” of Casa Del Compliments, taking over from Gillian Anderson, who previously fronted the retailer’s spring campaign as its “Chief Compliments Officer”.

The launch event also featured appearances from creators including Hayley Karseras and Tunde Ogun in styling segments and a livestreamed runway show staged at the Casa Del Compliments hotel.

M&S Head of Marketing Rachael McLaughlin described the campaign as the retailer’s “biggest and boldest Summer campaign yet”, adding that it was supported by a full “360 media plan”.

The push comes as M&S seeks to build on its growing appeal among younger shoppers. In its latest annual report, M&S said online growth in its clothing and homeware division accelerated after it increased focus on social media marketing, with active online customers rising 9% to 10.2 million.

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