It looks like M&S may have missed the mark again and annoyed the general public with their new autumn/winter advertising campaign. The Daily Mail certainly seemed to think so as they asked whether these were really the women to save the brand and named Tracey Emin a ‘foul-mouthed sex-obsessed artist’, Ellie Goulding ‘a topless pop princess’ and model Karen Elson ‘the fashion freak’.

In October last year M&S’s lingerie advert featured six so-called ‘real’ models ranging from a size 8-16 dress size. The Models Direct review found that although they managed to get the dress size, body shape and age diversity down they still managed to annoy the average British woman –  “Nice try M&S but using tall models as clothes-horses if just another way of manipulating the public.”

The new ‘womanist’ campaign features 12 ‘Leading Ladies’ including novelist Monica Ali, pop star Ellie Goulding, model Karen Elson, confidence campaigner Katie Piper, nurse Helen Allen, Strictly judge Darcy Bussell, Save the Children chief Jasmine Whitbread, actress Helen Mirren, Olympic boxing champion Nicola Adams and controversial artist Tracey Emin.

This is certainly a diverse collection of strong women – but are they appropriate ambassadors for the respectable and well-known brand M&S? The inclusion of anti-establishment artist Tracey Emin certainly seems to have split the general public with many taking to Twitter to share their views:

“M&S hires Tracey Emin for their latest ad campaign. Difficult to say which one looks the most desperate.” Another person quipped: “Hmm Tracey Emin to be the new face of M&S? Vivienne Westwood, yes! But M&S? Will she be recreating her “My bed” piece in home ware?”

Although some seem to be outraged by the inclusion of Emin in the campaign, others see this collection of British women inspirational and a great choice by the popular brand, “Well I for one like that Tracey Emin is in the new M&S campaign, she is real and isn’t afraid to share experiences that could help others.”

Steven Sharp, M&S marketing chief, said the campaign’s message was not feminist but “womanist…designed to celebrate women. To whom clothes are presumably important.”

Emin also seemed happy with the campaign message, “I said yes straightaway. I shop a vast amount at Marks &Spencer, and I spend half my life in its pyjamas. I’ve got a Marks & Spencer credit card. I liked the fact the campaign was all about different women. It’s not about what you look like, it’s about what you do.”

What do you think – do you like M&S’s new ‘womanist campaign’?