Fashion advertising gets another twist by Mother. With stories that are understandable and an inbuilt sense of fun. Marks & Spencer follows its Spring Love campaign, that encouraged Brits to be happy by making compliments part of the everyday. It was ranked among the top 10 global fashion ads ever tested by marketing consultancy, System1, and achieved 90% positive sentiment, with Summer of Love That, a witty celebration of the moments, memories and feelings customers cherish most about summer.

The brand’s chief compliments officer, Gillian Anderson, takes a well-earned summer break, recruiting Amelia Dimoldenberg to take the reins as general manager of Casa Del Compliments, M&S’s new Summer campaign world.

Amelia’s brief is to dish out style compliments to every guest, oversee M&S’s first-ever shoppable live launch show, and spread the spirit of Love That far and wide. According to Amelia, that extends to show caller, stylist, model, DJ… and literally everything else.

The Summer of Love That is built around a simple consumer message: Summer’s here, Love That. Casa Del Compliments is the launch event, but Love That remains the primary message across all consumer-facing communications.

The summer-long campaign covers TV, social content and live events, all designed to encourage the nation to give more style compliments. A content series led by Amelia captures everyday style moments, while a wider programme of influencer content showcases M&S summer fashion across the season.

The two hero films, directed by Alice Kunisue through ProdCo., will be released in two phases. M&S’s first-ever live shoppable collection launch, will stream from Casa Del Compliments on Thursday May 7. It’s the main consumer event of the launch, with giveaways of the featured looks for YouTube viewers who comment ‘love that’ during the show. Pre-show build-up begins at 19:15 BST on YouTube and Instagram, the show starts at 19:30, and shopping follows from 19:45 on Instagram, hosted by Amelia Dimoldenberg, Polly Newman and Mel Holdbrook-Akposoe. A run of brand content featuring Amelia Dimoldenberg, tapping into everyday summer style moments from Casa Del Compliments is complemented by a wide-ranging influencer programme managed by M&S, showing off summer style across the season.

Sharry Cramond, marketing director of fashion, home & beauty at M&S, stated, “When we launched Love That in March with Gillian Anderson, we knew we had something special, but none of us predicted just how big it would become. System1 ranked it in the top 10 global fashion ads ever tested, and customers and colleagues love it too. That momentum has given us the confidence to go after our biggest summer season ever…

“That’s why we have Amelia Dimoldenberg leading our next Love That instalment and are leaning heavily on influencers and creators, marking the moment with something no brand has done before: a fully live collection launch show where customers can get live inspiration and then shop their favourites. This is the summer of Love That.”

Hollie Walker, executive creative director at Mother, added, “We’re bringing the true Love That feeling to the entire summer, with a campaign that aims to match the ambition of the collection – effortless style, delivered with a warm smile. Amelia Dimoldenberg is on hand to dish out Love Thats across a series of films, while the Summer ‘26 collection launches live from Casa Del Compliments. We want everything to feel unmistakably M&S, celebrating style and feeling good, all summer long.”

Credits 
Client: Marks & Spencer Fashion, Home and Beauty 
Head Of Brand Marketing & PR: Vanessa Logan
Head of Marketing: Rachael McLaughlin
Head of Brand Creative: Nicola Creamer
Senior Marketing Manager: Lisa Hill
Assistant Marketing Manager: Molly O’Hara

Creative Agencies: Mother and Mother Design 
Media Agency: WPP Media 

Production Company: ProdCo
Director: Alice Kunisue
Producer: Sophie Peskin
Executive Producer: Ella Toal-Gangar
Director of Photography: Filip Marek
Production Designer: Aiden Blakely Milner
Stylist: Sam Ranger
Amelia Dimoldenberg Hair & Make-up: Emily Engleman & Chad Maxwell

Service Production Company: Juice Film
Service Production Company Executive Producer: Carmen Amos
Service Production Company Producer: Tess Tamourlas

Editing Company: Tenthree
Editors: Sam Bould & Jules Bayer-Crier
Executive Producer: Sophie Honour

Post Production: Black Kite
VFX Lead: James Marshall
Colourist: Tom Mangham
Post Producer: Reece Whiteley
Executive Producer: Tamara Mennell

Sound Design: King Lear
Sound Engineer: Ned Sisson
Head of Production: Natalie Curran

Music Supervision Company: Underclass Music
Music Supervisor: Jacob Wheeler

Where the campaign began: