M&S have relaunched their brand Per Una in hopes to take the brand’s image from ‘frilly to feminine’.
The womenswear label from the high street favourite will be rebranded in it’s first campaign for five years. There will be new items made from high quality materials, like British wool, and the brand’s logo has been given a revamp as well.
This step is part of a larger plan as M&S are aiming to appeal to a younger ‘family age’ customer.
Nathan Ansell, director of clothing and home marketing at Marks & Spencer said: “Per Una is our biggest and best-known sub-brand – but in recent years it’s lost some its identity. So, we’ve been talking to thousands of our customers about what they have loved about per una in the past and tried to recapture that in the in the contemporary brand relaunch.
“The design teams have done a great job bringing that soft, feminine, floral feel to the product and we wanted the campaign to match that – so went to stunning British countryside – natural and effortlessly beautiful, we think it perfectly complements the new product.”