Models of all shapes and sizes strip off for Marks & Spencer 'sexy shapewear' advert
Women range from size eight to size 16, and are aged 22-48
23:25 GMT, 16 October 2012
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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, appearing in the glossy fashion magazines this week, shows that the brand are standing by their promise to represent real women.
Breasts, hips, thighs, stomachs and bottoms are all on show in the fabulous line-up celebrating gorgeous curves, with the women ranging from size eight to 16 and age 22 to 48.
Marks & Spencer use models of all shapes and sizes for first time ever in a lingerie shoot for print campaign
The new photograph – used to promote the retailer's Sexy Shapewear autumn/winter 2012 line – features six female models of different body shapes wearing black lingerie and black stilettos.
The 'real' 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.
The beauty brand's 2004 campaign used 'real' women and not models to promote their Dove Firming cream.
THE CREDENTIALS OF THE M&S 'SEXY SHAPEWEAR' MODELS AND THEIR LINGERIE
The women, from left to right:
Anna-Flore Trichilo (age 34, size )
Perfect Balcony Bra, 19.50, and Magic Waist and Thigh Cincher Knickers
Angela Dunn (age 48, size )
Rose Lace Shaping Slip, 37.50
Marie Meyer (age 27, size )
Add 2 Cups Bra, 18, andWaist Cincher Knicker 19.50
Marquita M Pring (age 22, size )
Rose lace Bandeau Bra, 18, and Rose Lace Waist Cincher Knickers, 22.50
Rachel Boss (age 42, size )
Cupped Shaping Slip, 29.50
Candice Joy Huffine (age 27, size )
Rose lace Shaping body, 39.50
Two models from the new Sexy Shapewear campaign wear an M&S Woman Body, 39.50, left, and the Woman Bandeau Bra, 18, and Rose Lace Waist Cincher Knickers, 22.50
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 model wears the M&S Perfect Balcony Bra, 19.50, and Magic Waist & Thigh Cincher Knickers, 35, left, and a Cupped Shaping Slip, 29.50, left
Dove's 2004 advertising campaign used 'real' women instead of airbrushed models to promote their Dove Firming product
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