The collaboration came about after the success of Miller’s role as the face of M&S’s own womenswear Autumn collection last year, even if at the time, Miller, being several months pregnant, was finding it difficult to get excited about new trends. When The Telegraph asked what was on her autumn/winter shopping list, she answered: “I am on the lookout for elasticated trousers and really baggy jumpers”.
“Working with Sienna last Autumn was a huge success, she fronted our Womenswear campaign, and our customers absolutely loved it. We saw style and brand perceptions increase, and data showed that more customers shopped the campaign than any previous Autumn campaign before. It was a no brainer for us to work with Sienna again,” Maddy Evans, M&S’s Womenswear Director and the woman credited with the brand’s turnaround, tells The Telegraph.
Evans is one of several members of M&S’s refreshed senior team who were working at Topshop around the time of Moss’s collections (which ran from 2007-2010, with another in 2014) and will no doubt remember the halo of glamour which the association gave the label.
Other M&S veterans might have similarly fond memories of Alexa Chung’s 2016 collections for the brand, which until recently might have been the last time it felt truly fashion relevant (I know some people who still love and rewear the trench coats from that offering).