Nothing Neutral About It

For too long the fashion industry has referenced ‘nude’ as one particular colour. M&S, recognising past failings, were to introduce a wider range of neutral colours across their lingerie collections. They needed a campaign to launch this to their vast audience, in the right way, that was intune with feelings on the subject. 

‘Nothing Neutral About It’ is an honest, matter of fact reflection on past failings. Focussing on each women’s individual strengths and character and emphasising their personal choice, rather than ‘matching’ them with a certain shade. We asked our cast what they looked for in a bra or a knicker (a very personal choice) and what they loved about their bodies. The shoot itself became more of a collaboration with these women, inviting them to the stage – an opera singer who hadn’t been able to perform during lockdown, a ballet dancer, a carnival organiser, an artist... many of whom had never featured in lingerie campaigns. Launching across OOH sites, press ads and social media, there was a fantastic response to the campaign from press and the women it was intended for, hitting No.1 spot on The Drum’s ‘Campaign of the week’.