Marks & Spenser departs from a tradition of signing celebrities for its ad campaign. The company has announced that star models Ana Beatriz Barros, Rosie Huntington-Whiteley and Noemie Lenoir will be replaced by ordinary models who will be promoting the for Every Woman You Are campaign.

Photo: Rosie Huntington-Whiteley for M&S lingerie collection,
from marketingmagazine.co.uk

The campaign launches next week and will feature two size 16 women and one with grey hair, The Sun reported. M&S has been experiencing a decline in market share in womenswear. The new campaign is aimed to boost the sales.

For the last seven years, M&S products were advertised by celebs including Twiggy, Myleene Klass and Lisa Snowdon who appeared in the company’s TV and press ads. Now M&S wants to appeal to a broader customers’ audience in theUK, which is about 21 million now.

It doesn’t mean that the retailer will not invite celebrities to show off their products anymore. Twiggy and Huntington-Whiteley—who appeared in the Autograph 2011 campaign and is the face of a new lingerie range which launches today—will feature in future campaigns.