Fashion Promotions Journal

FASHION PROMOTIONS RESEARCH JOURNAL - ASSIGNMENT 2Â Phoebe Merriman

INDEX 01. Celebrity Collaboration 02. Rosie for Autograph 03. Product Selection 04. Marketing Campaign 05. Phase 2- Helen Mirren 06. Range Development 07. Marketing Campaign 08. Boards

CELEBRITY COLLABORATION There has always been a strong correlation between brands and celebrities. With an increased use of communication marketing available today, brands are choosing celebrities to represent their brand or particular product. As celebrity culture continues to heighten in recent years, with an increased amount of celebrity collaborations and endorsements on products and brands the choice of what celebrity represents a brand is one of the most important decisions to be made. With such high fees for celebrity collaborations, there is no room for error.Â

'CELEBRITY SELLS'

Like H. Pringle states in his 2004 book, Celebrity Sells, “Celebrities are brands in themselves and thus in choosing such a partner the brand is in effect getting married to one of its own.â€? (H.Pringle) In addition he also states the importance in choosing the correct celebrity partner for a brand. A celebrity must share common interests with not just the brand and the moral values and ethos they share, but also a common interest with the brands target customers. This is seen as a triangular relationship in which the celebrity the brand and the customer share aspects of the same personality. Brands, especially those within the fashion industry, recognise that one of the fastest and most established ways of bringing attention to a brand, thus generating sales is with the use of a well known star, as in fact celebrity does sell.Â

CELEBRITY TURNED DESIGNER Most recently there has been a new trend in which celebrities have found themselves design their own collections alongside larger brands. This is seen where a certain celebrity will work closely with the in house designers to create a collection inspired by their own personal style. This in turn gives those wanting to resemble the celebrity the opportunity to have their style at a more affordable price. Examples of this include the collection by Kate Moss and Topshop which launched in 2007, Singer and songwriter, Rihanna collaborated on a collection with River Island, Jourdan Dunn for online retailer, Miss Guided and the Kardashian sisters for Dorothy Perkins. Alongside this celebrities have created their own lines names after themselves, further increasing their brand images, examples include Victoria Beckham, Jessica Simpson and Kanye West. Â

WHY DO CELEBRITY COLLABORATIONS WORK? Everyone knows the success rate of many celebrity collaborations for major fashion brands as well as high street retail stores such as Topshop, M&S and River Island. This success is mainly down to the right decision when it comes to choosing the correct celebrity to represent the brand. For the customer, it is fundamental that they feel some sort of relationship with the celebrity figure, which they feel they can buy into. Much like the brand itself the celebrity collaboration must be able to create loyalty.

Not only does this loyalty appear when customers buy into the collection, but throughout the lead up to celebrity launches, advertising plays a pivotal role. It is known, that advertisements that star a celebrity figure spark up excitement and positive feelings building up a customer’s excitement for the upcoming collection. In a study carried out titled, “Impact of celebrity endorsements on consumer brand loyalty: Does it really matter?” it was seen that “endorsements are a powerful and useful tool that magnifies the effect of a campaign.”(Olenski, 2016)

MARKS AND SPENCER Marks and Spencer is a major British multinational retailer that was established in 1884 by Mr Michael Marks as a bazar in the Leeds Market. With a rich history and strong archive the department store as grown catering for men, women and children as well as selling groceries, holidays, finance and much more. At Marks and Spencer, the retailer has internal brands catering from different customers within the department store, enabling a broader range of customer to step through the doors. These brands are seen most in women’s clothing and include celebrity collaborations as well as long life brands.Â

WOMENSWEAR BRANDS

LIMITED COLLECTION Limited collection takes much of its inspiration straight from the catwalk creating pieces that showcase the latest trends in silhouettes, colour and print. The collection is aimed at the younger M&S customer.

PER UNA Per Una was launched in 2001, in a bid to attract younger shoppers with a more vibrant and fresh collection.

Today Per Una offers a mixture of vibrant prints and colour in a feminine style and is seen to be a favorite now for an older shopper looking for a younger inspired look.

INDIGO COLLECTION The Indigo Collection offers a bohemian spirit for the relaxed dresser. The casual-chic collection offers items under £70, from jeans to blouses and cardigans.

AUTOGRAPH The Autograph Collection offers luxurious and contemporary pieces ranging up to £260. The collection is aimed at the minimalist style customer offering a collection ranging from lingerie to accessories as well as clothing. The autograph collection is also available in childrenswear.

ROSIE FOR AUTOGRAPH Rosie Huntington-Whitley is a model and actress and collaborated with M&S to create a luxurious lingerie and nightwear collection. Most recently she has added a modern and stylish sportswear line to the collection.

TWIGGY AT M&S 60’s icon, Twiggy, has a strong relationship with the retailer and has appeared in numerous campaigns and advertisements. Her most recent collection offers a laid back spring summer collection, including sleek summer dresses and fitted tailoring. Her collection supports the Breast Cancer charity and 30% of sales on each item go towards supporting the charity.

TARGET MARKET Although here are several sub brands within Marks and Spencer, they do have a specific target market, although this has frequently come under criticism for being too vague, in which customers feel disconnected with the retailer as they don’t know specifically who they are targeting.

CEO, Steve Rowe, described the target customer as, “Mrs M&S, a female around the age of 50, who shopped with the retailer about 18 times a year.”

(Rowe, 2016) However, within M&S there has always been a large pool of target customers for each sub-brand within the stores. Overall, the target market is an older female, who uses the store for a number of shopping reasons, including groceries and ease. With somewhat an aspect of confusion as to who the M&S shopper is, there has been a recent decline in sales for the retailer and in 2016, the company report stated a 2.2% loss for clothing and homeware.

This significant loss for the brand as promoted a shift in marketing for the brand, with the company taking a new approach to who they are targeting.

IN A RECENT REPORT, MARIA KOUTSOUDAKIS, HEAD OF MARKETING FOR CLOTHING AND HOME AT M&S, CONFIRMED A CHANGE;

“The key is to focus on a fashion attitude that all age groups share.

Once we have an attitude we can then deal with solutions rather than pigeonholing into an age, which is where we’ve been stuck in the past.”

Maria Koutsoudakis, 2016

Rosie for Autograph

In 2012, British model and actress, Rosie Huntington-Whitley, launched her collaboration with Marks and Spencer showcasing a collection of lingerie and nightwear. The first collection in September 2012, was a huge success and featured 33 pieces including silk lingerie sets, camisoles, and French knickers. Many pieces featured soft delicate tones, and French lace to create a romantic twenties style. Since the launch of her collaboration, in which the model had previously featured in other Marks and Spencer’s campaigns, she has increased her collection to loungewear, sportswear and most recently make-up. The collection was highly anticipated at the time, with execuetive director of clothing, Kate Bostock commenting on the relationship, “We are so pleased to have Rosie on board to design her first collection for us - she really understands beautiful lingerie and what works on the body." (Bostock, 2012)

ROSIE'S INSPIRATION Before the success of Rosie's modelling career, the model had a strong desire to be part of the fashion industry, in particular design. In a Vogue article she described her inspiration for the collection, "To find inspiration for the collection, I trawled my favorite vintage shops and flea markets in London, LA and Paris, where I found a treasure trove of gorgeous clothes and ornate pieces of jewellery.� Alongside the design team and M&S she created pieces that would suit the Autograph at M&S customer as well as reflect her personal style, "I was particularly drawn to the opulent elegance of the Twenties era, which really shows in my designs - from the sumptuous silks I chose to the intricate deco-inspired embroidery detailing." (Huntington-Whiteley,2012)

ROSIE HUNTINGTON- WHITELEY

ACTRESS Rosie launched her acting career in the 2011 Blockbuster film, Transformers, she has gone on to appear in Mad Max that launched in 2015.

BRITISH Quintessentially British, Rosie Huntington Whitley is described as an English rose. Born in Devon, she is an award winning model and actress, and is a strong supporter to the charity UNICEF.

MODEL As a highly sought after model, Rosie had a strong relationship with Victoria Secret in which she represented the brand as one of the Angels from 2006. She has appeared in countless campaigns and was cast by Burberry to be the face of the 2008 AW collection.

STRONG BRAND REPRESENTATION

Rosie has a strong brand representation, and has appeared in numerous high end advertisement campaigns as well as walking in designer catwalk shows around the world. Brands recognise the power Rosie Huntington-Whiteley brings to their brand. She has appeared in campaigns for designers such as Burberry, Paige, Valentino, Givenchy, Clinique, Levi's, Topshop, Balmain, Ralph Lauren and many more. Â

SPRING SUMMER 17 COLLECTION 90 PIECES Bras Knickers Lingerie Sets Bodies

s t n i r p e n i n i m e f e c t f a l so d e n g i s e d h c n e r s F k l i s s u o i r u lux

Nightwear

BRAS 20 pieces Price Range: £27.50-£30.00 Styleː Balcony, Plunge, Padded, non Padded, non wired, Bigger Bust, Post Surgery.

KNICKERS 15 pieces Price rangeː £12.50-£25.00 Styleː French knickers, Brazilian knickers, high waisted, high leg, shorts

BODIES 2 pieces Price rangeː £45.00 Styleː All over shaping, lace body

NIGHTWEAR

21 pieces Price rangeː £20.00- £199.00 Styleː Dressing gown, pjama set, nightdress, chemise

S/S17 MOODBOARD

BEAUTY RANGE

Further to Rosie for Autograph Lingerie collection which launched in 2012, the model’s relationship with Marks and Spencer’s has stood the test of time and proven the success of the collaboration for the high street retailer. In January 2016, the star’s make up collection hit stores in the UK and online. The 74 piece collection, offered a range of beauty products from lipsticks to eye-shadow palettes and even her very own Rosie for Autograph Fragrance. Rosie commented in an article featured in Vogue, “"It would have been really boring to me not to have been involved. I love being a part of the process - I'm a real girl's girl so it's a dream come true" (Huntington-Whiteley, 2016)

Launch Event

MARKETING COMMUNICATION CAMPAIGN

LAUNCH EVENT When the collection launched in 2012, Rosie made an appearance at one of Marks and Spencer’s largest UK stores on Oxford Street Central London. The launch event consisted of the unveiling of the collection on live models, in front of the British Press. In addition to this, Rosie carried out a meet and greet with the public and her fans, signing promotional images from the collection. Images from the event featured in the Press, raising awareness of the collection at M&S.

SOCIAL MEDIA VIDEOS Marks and Spencer have their own dedicated YouTube channel that publishes promotional videos from all aspects of the brand. The Rosie for Autograph Collection features heavily within the channel, including a behind the scenes edit of the collection’s photoshoot, the launch day at Oxford Street, and an intimate Q and A with Rosie and the Head of Lingerie Design at Marks and Spencer. The channel has a total of 48,000 subscribers, however the Rosie for Autograph videos have over 83,000 views. The Q+A session video in particular engages with the brands online followers, using questions that have been tweeted to the Mars and Spencer’s Twitter page to ask Rosie.

VISUAL MERCHANDISING The overall theme and mood of the first Rosie for Autograph collection was based around the rose. The use of colour, material and print all revolved around the flower. In addition to this much of the in-store visual merchandising and shop windows included roses.

The in-store visual merchandising in the Marks and Spencer Stores, emphasised romance and femininity in the lingerie department. This included the use of several mannequins creating a scene. The launch event also featured a huge flowered wall to replace the traditional photo wall for the press.

SOCIAL MEDIA

INSTAGRAM

FACEBOOK

TWITTER

The Rosie for Autograph collection has several profiles on social media channels. In addition to this, Rosie is consistent in posting images of the collection, including new releases, and gift ideas, especially around Valentine’s Day and Christmas. The Instagram page includes videos of behind the scene clips as well as a direct link to the Marks and Spencer’s online page.

BRANDING The collection has always been in particular more luxurious than the rest of Marks and Spencer’s lingerie collection. This is mainly down to the detailed branding of the collection that differentiates it from the rest. The overall branding of the collection has been very pretty and feminine with a particular, Rosie for Autograph branded logo appearing in-store and on all packaging of the products. In addition to this each item of lingerie and nightwear features a rose gold rose shaped charm. This is seen on lingerie sets as well as nightwear.

FOR THE M&S CUSTOMER Rosie Huntington Whiteley has successfully managed to create a collection that has driven sales and seen the Marks and Spencer target market love. Her collection has been praised for generally increasing the retailer’s profits and adding something new and refreshing to the womenswear department.

The collection is both feminine and affordable and has been designed to fit all shapes and sizes. The product range includes a various amount of lingerie’s styles to suit all different preferences. In addition to the in particular the bra section of the collection has catered for plus size customers as well as those post -surgery.

The collection ranges in price with some pieces more affordable than others, however this suits the mass customer who shops at M&S. This affordable luxury collection that is available on the High Street, rivals competitors such as Victoria Secret and Agent Provocateur.

PHASE 2

DAME HELEN MIRREN

ACTRESS

BRAND AMBASSADOR

LEADING LADY

Dame Helen Mirren is a British Actress who began her career at the Royal Shakespeare Company in 1967. Her successful career has seen her as an Award winning actress in film, television and on stage. Aged 72, Helen Mirren has a glamorous and effortless style, being seen on the red carpet’s best dressed lists numerous times. Her glamorous style is recognised by many women her age, being a style icon for the more mature woman.

BRAND AMBASSADOR In 2014 Helen Mirren was part of a host of famous celebrity spokeswomen for the L’Oréal Paris Brand. She was recognised by a total of 9,000 customers in a survey by the brand as the woman who appealed most to customers. She was described as, “genuine, intelligent and glamorous, with looks that seem only to improve with the passing of time". After all, with a successful career spanning over 40 years and looks that have seen her cited as a national sex symbol, she certainly seems an appropriately aspirational model.

The actress will represent the brand's Age Perfect range of antiageing skincare.” (Vogue, 2014)

M&S CAMPAIGN For the AW13 campaign for Marks and Spencer’s Helen Mirren starred alongside other leading ladies as a celebration of some of Britain’s most Inspirational women. The star studded campaign, reflects the strong relationship Helen Mirren already has with the retailer and their customers. She told The Sunday Times: ‘As women pass the age of 45 it doesn’t mean they’re not interested in fashion anymore.

You don’t have to start looking like a granny.’ (Mirren, 2013) As a regular M&S shopper, Mirren is invested in the retailer and the British High street.

Helen Mirren exclusively at

Resortwear SS18

SS18 TREND RESEARCH

COLOUR & MOOD

FRENCH RIVERA GLAMOUR WITH A RETRO SPIRIT

The Helen Mirren Collection is an affordable, yet luxurious beachwear collection aimed at the female Marks and Spencer customer.

The beachwear collection will launch in stores and online for SS18. The mood of the collection is inspired by the glory days of the French Riviera. The era of the 1920’s saw the French Riviera as a place of glamour and sumptuous lifestyles. The collection will have a rich art-deco and retro style, with a monochrome colour palette and a splash of rich reds.

The elegance of the collection will be suited to women all shapes, ages and sizes and feature specialist tummy control materials to create shape within the pieces.

The collection will also feature beach dresses, kaftans and accessories.

Helen Mirren exclusively at

SS18

Helen Mirren exclusively at

2 piece non-paded sweatheart neckline bikini. 2 piece high waisted bikini, brief bottoms Brief high waisted bottoms, all over striped Striped ribbing detail black and white pattern 71% polyamide, 29% elastane 71% polyamide, 29% elastane £48 £46

Black Tankini Ruched 2 piece.

Removable straps 71% polyamide, 29% elastane £40

White sheer fabric Kaftan Drawstring waist with gold embroidery 100% polyester £50

Cream Straw Fedora Hat with gold tone trim 100% Straw £25

White plunge halter neck swimsuit, with gold deataling around waist.

Tummy control 71% polyamide, 29% elastane £47

monochrome underwired bodice style one piece swimsuit, detachable straps 71% polyamide, 29% elastane £49

Black floor length sheer beach maxi dress Lace ladder inserts Red off the shoulder tummy control 100% polyester, woven swimsuit £55 71% polyamide, 29% elastane £45

MARKETING CAMPAIGN

PRESS SHOW

IN-STORE LAUNCH

PHOTOSHOOT LOCATION

SOCIAL MEDIA

BOARDS Celebrity Identity

Marketing Campaign Range Plan

Helen Mirren

Helen Mirren Resortwear Collection SS18 Marketing Communication Campaign

Press Coverage in major fashion magazines

Behind the scenes YouTube Videos of shoot Shoot Location: Hotel Du Cap, South of France

Social Media Posts Press Day and Blogger Lunch: Shoreditch House rooftop pool

Helen Mirren exclusively at

2 piece non-paded sweatheart neckline bikini. 2 piece high waisted bikini, brief bottoms Brief high waisted bottoms, all over striped Striped ribbing detail black and white pattern 71% polyamide, 29% elastane 71% polyamide, 29% elastane £48 £46

Black Tankini Ruched 2 piece.

Removable straps 71% polyamide, 29% elastane £40

White sheer fabric Kaftan Drawstring waist with gold embroidery 100% polyester £50

Cream Straw Fedora Hat with gold tone trim 100% Straw £25

White plunge halter neck swimsuit, with gold deataling around waist.

Tummy control 71% polyamide, 29% elastane £47

monochrome underwired bodice style one piece swimsuit, detachable straps 71% polyamide, 29% elastane £49

Black floor length sheer beach maxi dress Lace ladder inserts Red off the shoulder tummy control 100% polyester, woven swimsuit £55 71% polyamide, 29% elastane £45

REFERENCES

Reference List (Koutsoudakis (2017). M&S targets attitude not age to rebuild fashion business - Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2016/11/04/ms-dismisses-segmentation-saying-fashion-attitudes-are-ageless/ [Accessed 1 May 2017].

Alexander, E. (2017). Rosie’s Lingerie. [online] British Vogue. Available at: http://www.vogue.co.uk/article/rosie-huntington-whiteleylaunches-ms-underwear-line [Accessed 1 May 2017].

Huntington-Whiteley, R. (2017). Rosie's Underwear. [online] British Vogue. Available at: http://www.vogue.co.uk/gallery/rosie-huntingtonwhiteley-underwear-collection-for-marks-and-spencer-full-lingerie-range [Accessed 1 May 2017].

Huntington-Whitley, R. (2017). Rosie Launches Her Own Make-up. [online] British Vogue. Available at: http://www.vogue.co.uk/gallery/rosie-huntington-whiteley-ms-make-up-interview [Accessed 1 May 2017].

Mirren, H. (2017). The Marks & Spencer Campaign That Everyone Is Talking About. [online] Marie Claire. Available at: http://www.marieclaire.co.uk/news/fashion-news/the-marks-spencer-autumn-winter-campaign-that-everyone-is-talking-about-111261 [Accessed 1 May 2017].

Niven, L. (2017). Helen Mirren For L'OrĂŠal. [online] British Vogue. Available at: http://www.vogue.co.uk/article/helen-mirren-ambassadorfor-loreal-paris [Accessed 1 May 2017]. olenski, s. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/steveolenski/2016/07/20/howbrands-should-use-celebrities-for-endorsements/#2c5086965593 [Accessed 1 May 2017]. rowe, s. (2017). Mrs M&S: Why demographic profiling no longer works. [online] Cityam.com. Available at: http://www.cityam.com/242334/mrs-ms-why-demographic-profiling-no-longer-works [Accessed 1 May 2017].

Figure List Image 1 Anon. 2014. Collections: Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: http://bodil-lois.com/collections-rosie-for-autograph-ss14/ Image 2: Anon. 2014. Just in time for Valentines. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-2539254/Rosie-Huntington-Whiteley-unveils-Valentines-lingerie-collection-MS.html Image 3: M.Marcus. 2015. Kate Moss. [Online Image].[Accessed on 24 April]. Available from: http://styleblazer.com/356368/kate-moss-matchless-spring-2015-hottest-campaigns-ever/ Image 4: Anon. 2017. Jourdan Dunn for Missguided. [Online Image].[Accessed on 24 April]. Available from: http://www.myfacehunter.com/2017/03/jourdan-dunn-missguided-2017-athleisure-collection.html Image 5: Anon. No date. Rihanna for River Island. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/chardaypattersn/rihanna-for-riverisland/ Image 6: REX.2014. Kate Moss has still got it. [Online Image].[Accessed on 24 April]. Available from: http://fashion.telegraph.co.uk/news-features/TMG10797121/Kate-Moss-returns-to-Topshop-with-a-bang-to-launch-new-collection.html Image 7: Elle. 2017. Victoria Beckham’s Style File. [Online Image].[Accessed on 24 April]. Available from: http://www.elleuk.com/fashion/celebrity-style/articles/g16537/victoria-beckham-style/ Image 8: Elle.2014. Mary Kate and Ashley Oslen. [Online Image].[Accessed on 24 April]. Available from: http://www.elle.com/fashion/celebrity-style/news/g8392/mary-kate-ashley-olsen-birthday/ Image 9: Wargo.T. 2015. Kanye West’s Fashion Show. [Online Image].[Accessed on 24 April]. Available from:http://uk.businessinsider.com/kanye-west-fashion-show-tweetstorm-2015-2?r=US&IR=T

Image 10: No name. 2014. Beyonce models Rita Ora’s Adidas collection. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/tvshowbiz/article-2696251/Beyonce-models-Rita-Oras-new-Adidas-clothing-line-sultry-social-media-snaps-three-months-talk-tension.html Image 11: No name. 2014. Rita Ora models collection. [Online Image].[Accessed on 24 April]. Available from: https://www.pinterest.com/pin/171770173263176600/ Image 12: No name. 2016. Marks and Spencers. [Online Image].[Accessed on 24 April]. Available from: http://www.dunfermlinepress.com/news/14431166.200_jobs_in_store_as_M_S_and_Lidl_eye_Dunfermline/ Image 13: Marks and Spencer. 2017. M&S beauty. [Online Image].[Accessed on 24 April]. Available from:

Image 14: No name. No date. Marks and Spencer collections. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/onlyatmnsindia/ Image 15: No name. No date. Marks and Spencer collections. [Online Image].[Accessed on 24 April]. Available from:https://uk.pinterest.com/pin/131448882846246629/ Image 16: No name. No date. Marks and Spencer collections. [Online Image].[Accessed on 24 April]. Available from:https://uk.pinterest.com/pin/131448882846246619/ Image 17: M&S. 2017. Twiggy collection.[Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/l/beauty/twiggy-beauty Image 18: No name. No date. Brand logo. [Online Image].[Accessed on 24 April]. Available from: https://www.brandsoftheworld.com/logo/rosie-for-autograph Image 19: M&S. 2017. Womenswear collection. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/c/women Image 20: M&S. 2017. Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/s/lingerie/rosie-for-autograph Image 21: M&S. 2017. Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/s/lingerie/rosie-for-autograph Image 22: M&S. 2017. Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/s/lingerie/rosie-for-autograph Image 23: M&S. 2017. Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/s/lingerie/rosie-for-autograph Image 24: Vogue. 2012. Rosie for Autograph underwear. [Online Image].[Accessed on 24 April]. Available from: http://www.vogue.co.uk/gallery/rosie-huntington-whiteley-underwear-collection-for-marks-and-spencer-full-lingerierange Image 25: Vogue. 2012. Rosie for Autograph underwear. [Online Image].[Accessed on 24 April]. Available from: http://www.vogue.co.uk/gallery/rosie-huntington-whiteley-underwear-collection-for-marks-and-spencer-full-lingerie-range Image 26: No name. No date. Rosie Collection.[Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/silk-and-lace-set-with-padded-balcony/p/ds0b898a4e3831c40e0e275399454bc3f6? mfPartNumber=043091447663b15fe5fec986856ff6eb&carousel=FUNH_RR# Image 27: No name. No date. Rosie Collection.[Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/silk-and-lace-set-with-padded-plunge-a-e/p/ds043091447663b15fe5fec986856ff6eb?prevPage=plp#

Image 28: Huntington-Whiteley. R. 2014. [Online Image].[Accessed on 24 April]. Available from: http://www.express.co.uk/celebrity-news/468467/Heartbreaking-Rosie-Huntington-Whiteley-travels-to-Cambodia-with-Unicef Image 29: Kopaloff. J. 2016. The best photos of Rosie. [Online Image].[Accessed on 24 April]. Available from: https://www.popsugar.com.au/beauty/Best-Photos-Rosie-Huntington-Whiteley-Hair-41707898 Image 30: Nevader. A. 2011. Rosie Huntington-Whiteley Not walking in Victoria Secret Show. [Online Image].[Accessed on 24 April]. Available from: http://www.instyle.com/news/rosie-huntington-whiteley-not-walking-victorias-secret-show Image 31: No name. No date. Bulgari Campaign. [Online Image].[Accessed on 24 April]. Available from: https://www.pinterest.com/pin/24136547982780610/ Image 32: No name. 2014. Rosie For Moroccan Oil. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-2734505/Rosie-Huntington-Whiteley-impossibly-glossy-hair-star-campaign-Moroccanoil.html Image 33: Paige. 2016. Rosie HW for Paige Jeans. [Online Image].[Accessed on 24 April]. Available from: http://thejeansblog.com/denim-campaigns/paige-x-rosie-huntington-whiteley-fall-2016-ad-campaign/ Image 34: Sorrenti. M . 2016. Balmain campaign. [Online Image].[Accessed on 24 April]. Available from: http://visualoptimism.blogspot.co.uk/2014/12/adriana-crista-isabeli-joan-and-rosie.html Image 35: No name. No date. [Online Image].[Accessed on 24 April]. Available from: http://www.keyword-suggestions.com/bWFjeSdzIGJvb3Qgc2FsZQ/ Image 36: M&S. 2017. Marks and Spencer Lingerie.[Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/silk-and-lace-printed-padded-balcony-bra-a-e/p/p60090911?image=SD_02_T81_6343P_MC_X_EC_90&color=ROSE&prevPage=plp Image 37-69: No name. 2014. Lingerie Collection. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/c/lingerie Image 70: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/650910952363593414/

Image 71: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/457959855834970103/ Image 72: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/272397477434599322/ Image 73: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/24910604165017953/ Image 74: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/27936460161918885/ Image 75: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/459367230712717460/ Image 76: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/64950419603760202/ Image 77: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/184084703495699511/ Image 78: No name. No date. Romantic lingerie. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/391320655091810634/ Beauty page: Image 79: Vogue. 2016. Rosie launches her own make-up. [Online Image].[Accessed on 24 April]. Available from: http://www.vogue.co.uk/gallery/rosie-huntington-whiteley-ms-make-up-interview Image 80: M&S. 2017. Rosie for Autograph beauty. [Online Image].[Accessed on 24 April]. Available http://www.marksandspencer.com/amazing-radiance-cream-35ml/p/p22445358?&pdpredirect Image 81: M&S. 2017. Rosie for Autograph beauty. [Online Image].[Accessed on 24 April]. Available http://www.marksandspencer.com/summer-rose-eau-de-parfum-30ml/p/p22444735? image=SD_07_T22_2710B_NC_X_EC_0&color=NOCOLOUR&prevPage=plp Image 82: No name. 2015. Rosie Huntington Nightie. [Online Image].[Accessed on 24 April]. Available http://www.dailymail.co.uk/tvshowbiz/article-2931391/Rosie-Huntington-Whiteley-wows-backless-silk-nightgown-thigh-high-split-perfume-launch.html Image 83: No name. 2015. Rosie Huntington Nightie. [Online Image].[Accessed on 24 April]. Available http://www.dailymail.co.uk/tvshowbiz/article-2931391/Rosie-Huntington-Whiteley-wows-backless-silk-nightgown-thigh-high-split-perfume-launch.html Image 84: M&S. no date. Beauty range. [Online Image].[Accessed on 24 April]. Available https://www.loveashford.com/blog/rosie-for-autograph-new-make-up-launch

Image 85: No name. 2012. Rosie models it herself. [Online Image].[Accessed on 24 April]. Available http://www.dailymail.co.uk/femail/article-2195356/Rosie-Huntington-Whiteley-launches-vintage-inspired-lingerie-line-M-S-models-course.html

Image 86: No name. 2012. Rosie models it herself. [Online Image].[Accessed on 24 April]. Available http://www.dailymail.co.uk/femail/article-2195356/Rosie-Huntington-Whiteley-launches-vintage-inspired-lingerie-line-M-S-models-course.html Image 87: Getty Images. 2012. Rosie For Autograph. [Online Image].[Accessed on 24 April]. Available http://tomandlorenzo.com/2012/09/werq-rosie-huntington-whiteley-in-autograph/ Image 88: Bellazon. 2013. Autumn/Winter Collection. [Online Image].[Accessed on 24 April]. Available http://fabfashionfix.com/rosie-huntington-whiteley-for-marks-spencer-autograph-lingerie-springsummer-2013/ Image 89: Youtube. 2014. M&S youtube channel.[Online Image].[Accessed on 24 April]. Available https://www.youtube.com/user/marksandspencertv Image 90: Gregory. E. 2012. Rosie Launches her collection. [Online Image].[Accessed on 24 April]. Available http://cocosteaparty.com/rosie-huntington-whiteley-presents-her-ms-lingerie.html Image 91: No name. No date. M&S lingerie section instore. [Online Image].[Accessed on 24 April]. Available http://www.alumind.com/wp-content/uploads/2014/03/Marks-Spencer2.jpg Image 92: Herman. Y. 2015. Mannequins in M&S. [Online Image].[Accessed on 24 April]. Available from: http://avax.news/fact/Simply_Some_Photos_Humans_and_Mannequins_2.html Image 93: No name. No date. M&S shop window. [Online Image].[Accessed on 24 April]. Available from: http://www.heart.co.uk/photos/celebrity-photos/street-style/rosie-huntington-whiteley/

Image 94: No name. No date. Flowers at press show. [Online Image].[Accessed on 24 April]. Available from: https://i2.wp.com/fashionistabarbieuk.com/wp-content/uploads/2012/08/RosieLingerie20.jpg Image 95: Instagram. 2016. Rosie for Autograph Instagram. [Online Image].[Accessed on 24 April]. Available from:https://www.instagram.com/rosieforautograph/?hl=en Image 96: Facebook.2016. Facebook Rosie for Autograph. [Online Image].[Accessed on 24 April]. Available from: https://www.facebook.com/Rosie-For-Autograph-%E1%B4%BF%E1%B4%BE-1438124272885829/?hc_ref=SEARCH&fref=nf Image 97: No name. 2015. Rosie boosts M&S sales. [Online Image].[Accessed on 24 April]. Available from: http://www.lingerieinsight.com/rosie-helps-boost-lingerie-sales-at-ms/ Image 98: M&S. 2017. Lingerie collection. [Online Image].[Accessed on 24 April]. Available from:http://www.marksandspencer.com/floral-embroidered-balcony-bra-a-e/p/p22476526?prevPage=plp&pdpredirect Image 99: M&S. 2017. Lingerie collection. [Online Image].[Accessed on 24 April]. Available from: http://www.marksandspencer.com/floral-lace-brazilian-knickers/p/p22476528?prevPage=plp

Image 101: No name. 2014. Rosie collection 2014. [Online Image].[Accessed on 24 April]. Available from: http://chercoulter.com/styling/rosie-huntington-whiteley-ms-autograph-lingerie-summer-2014/ Phase 2 Image 102: No name. No date. Helen Mirren. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/pin/283023157810990192/ Image 103: L’Oreal. 2015. Helen Mirren for L’Oreal. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/home/you/article-3226225/Helen-Mirren-don-t-damn-getting-older-snapped-bus-no-makeon.html Image 104: L’Oreal. 2015. Helen Mirren for L’Oreal. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/home/you/article-3226225/Helen-Mirren-don-t-damn-getting-older-snapped-bus-no-makeon.html Image 105: L’Oreal. 2015. Helen Mirren for L’Oreal. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/home/you/article-3226225/Helen-Mirren-don-t-damn-getting-older-snapped-bus-no-makeon.html Image 106: No name. 2015. Helen reveals her celebrity crush. [Online Image].[Accessed on 24 April]. Available from: http://www.closerweekly.com/posts/helen-mirren-reveals-her-celebrity-crush-find-out-who-it-is-56648 Image 107: No name. 2015. Portraits of Helen Mirren. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-3232302/How-won-war-close-ups-stunning-portrait-Helen-Mirren-70-Brits-beat-stars-NOT-choosing-knife.html Image 108: No name. 2016. Helen Mirren Oscar Win. [Online Image].[Accessed on 24 April]. Available from: http://dlisted.com/2016/02/04/helen-mirren-doesnt-think-its-fair-that-everyone-is-shitting-on-the-academy-because-ofoscarssowhite/ Image 109: No name. No date.[Online Image].[Accessed on 24 April]. Available from: http://stylissima.pl/2015/02/helen-mirren-loreal-paris-reklama/ Image 110: no name. No date. [Online Image].[Accessed on 24 April]. Available from: https://www.likeabossgirls.com/mover-shaker-helen-mirren-a-dames-bikini-shot-heard-around-the-world/ Image 111: No name. 2015. Helen Mirren L’Oreal Paris TV advert. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-3150891/She-s-got-Helen-Mirren-69-defies-years-s-unveiled-star-L-Oreal-Paris-new-TV-advert.html Image 112: No name. 2015. L’Oreal supports older beauties.[Online Image].[Accessed on 24 April]. Available from: http://brandchannel.com/2015/02/09/mirren-mirren-loreal-celebrates-older-beauties-in-helen-mirren-adcampaign/ Image 113: No name. 2015. Leading Ladies of M&S.[Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-2411070/Katie-Piper-joins-Marks-Spencers-Leading-Ladies-What-happensdoesnt-define-you.html Image 114: No name. 2013. M&S Campaign. [Online Image].[Accessed on 24 April]. Available from: http://www.look.co.uk/tag/marks-and-spencer/page/2

Image 115: No name . 2013. M&S Campaign. [Online Image].[Accessed on 24 April]. Available from: http://www.dailymail.co.uk/femail/article-2396807/Marks--Spencer-Are-Dame-Helen-Mirren-Tracy-Emin-REALLY-women-saveM-S.html Image 116: No name. 2013. The marks and spencer campaign that everyone is talking about. [Online Image].[Accessed on 24 April]. Available from: http://www.marieclaire.co.uk/news/fashion-news/the-marksspencer-autumn-winter-campaign-that-everyone-is-talking-about-111261 Image 118: Evarae. 2016. SS17 collection. [Online Image].[Accessed on 24 April]. Available from: https://www.evarae.com/explore/campaigns.html Image 119: Evarae. 2016. SS17 collection. [Online Image].[Accessed on 24 April]. Available from: https://www.evarae.com/explore/campaigns.html Image 120: Melissa Odabash. 2017. Kaftans. [Online Image].[Accessed on 24 April]. Available from: http://www.odabash.com/shop/beachwear/kaftans#!/limit=12 Image 121: Melissa Odabash. 2017. Kaftans. [Online Image].[Accessed on 24 April]. Available from: http://www.odabash.com/blog/beach-beauty-fashion-tips/buying-for-your-body-shape-2/ Image 122: No name. No date. SS18 swim. [Online Image].[Accessed on 24 April]. Available from: https://uk.pinterest.com/tamsinlove/swim-ss18/ Image 123: No name. No date. WGSN logo. [Online Image].[Accessed on 24 April]. Available from: https://www.lib.fsu.edu/eresource/wgsn Image 124: No name. No date. WGSN. [Online Image].[Accessed on 24 April]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/search/#/beachwear