High street staple Marks & Spencer has taken a leap into the world of Hollywood glitterati with the launch of its Autograph Autumn 2011 campaign.
Famed for faces closer to home (think Myleene Klass and Lisa Snowdon), the store's latest campaign star Transformers actress Rosie Huntington-Whiteley and rom com favourite actor Ryan Reynolds.
The sultry, atmospheric images were shot by the official BAFTA awards photographer Greg Williams at the exclusive St Pancras Grand hotel in London, and aim to represent the "understated yet luxurious" nature of the new Autograph collection (available online from 1 September).
Male supermodel David Gandy has been chosen to head up a parallel campaign for M&S's Collezione Autumn 2011 campaign, shot in Italy.
The move to invest in celebrity names is part of a radical makeover on behalf of M&S, a chain best known for their reliability as opposed to glamour.
Commenting on Rosie and Ryan's campaign, Steve Sharp, M&S Executive Director, said, "It's a very different campaign for M&S as it’s the first time that we have focused on one of our brands in this way. We are very proud of the result – a set of truly stunning photographs that totally encapsulates the Autograph brand."
Rosie said, "I feel proud to be associated with a British high street favourite that holds fond memories for so many people, particularly the Autograph brand, the collection is sophisticated, elegant and effortless which I hope to embody in own my personal style."