The line-up above is further proof of Marks and Spencer's continuing, concerted clambering up of the fashion stakes: it's a new ad campaign shot by Annie Liebovitz and featuring some of Britain's coolest women. Yes, that is Grace Coddington with Tracey Emin, novelist Monica Ali, Helen Mirren, Karen Elson and singer Ellie Goulding. What the...

The new imagery, as seen in today's Sunday Times, will support an autumn collection already acclaimed by the style press who've seen it. It comes in the wake of trailing profits and accusations that the brand has lost touch with its primary customer base: middle England. They love box hedges, curtain ties and cotton undies from the high street titan, but do they love its fashion enough?

I'd say this was fairly convincing, wouldn't you? A cross section of the country's coolest, a hit-up of its style leaders, famous faces, creative powers and liberal intelligentsia. I'm tearing up slightly. Oh yes, and Tower Bridge, too. *salutes the flag*

Liebovitz has created campaigns for Louis Vuitton, Gap and Roberto Cavalli in her time, so she's a trusted pair of hands. She is well known for her portraits of famous sitters for Vanity Fair, too, and this latest for M&S has captured something of that magical realism.

Ten out of ten. I'll be going in there for more than a pair of pants and some Cornish Cruncher from now on.

Click here to see some highlights of the new collection.