Building on the success of the ‘Love That’ campaign which saw Gillian Anderson join M&S as Chief Compliments Officer, for summer the retailer has enlisted Amelia Dimoldenberg as its newest recruit. 

Joining as General Manager of Casa Del Compliments, the summer iteration of ‘Love That’ is a celebration of summer fashion and sees Dimoldenberg spread joy via compliments. With Gillian Anderson on summer break, Dimoldenberg takes the reins at a holiday resort, dishing out compliments to guests dressed in M&S summer style.

Two campaign videos show Amelia taking her role seriously at Casa Del Compliments. ‘Compliment Tennis’ sees Dimoldenberg umpire a tennis match made up of a rally of compliments, while ‘Love that Lifeguard’ sees her blow her whistle to stop guests walking up to the pool to compliment their outfits. 

Created by Mother, the campaign stems beyond video to encompass live shows, influencer activity and social content. An array of content featuring Dimoldenberg is set to showcase the summer collection and will be complimented by an influencer programme managed by M&S.

A shoppable collection launch streamed from the Casa Del Compliments showcased M&S’ summer range. Hosted by Amelia Dimoldenberg, Polly Newman and Mel Holdbrook-Akposoe, the launch featured giveaways on featured looks for YouTube viewers who commented ‘love that’ during the show. 

The summer campaign is bolstered by the success of the Gillian Anderson ‘Love That’ campaign which was ranked among the top 10 global fashion ads ever tested by System1 and achieved 90% positive sentiment. 

“That momentum has given us the confidence to go after our biggest summer season ever,” says Sharry Cramond, Marketing Director of Fashion, Home & Beauty at M&S, adding: “We're incredibly proud of the collection we're delivering outstanding style and quality, with real emphasis on value. Half of our womenswear summer collection is £30 or under. And we know one in three customers now turn to social media for inspiration when building their summer wardrobe.”

With M&S research showing that summer is the most challenging season for its core customers to dress for, the campaign aims to spark joy and build confidence. It also aims to also show the vast array of styles available at M&S focusing on quality, value and versatility.

With Dimoldenberg’s signature style and relatability, the summer iteration of the uplifting campaign successfully brings joy to holiday fashion.