M&S - Summer in Style
Launching M&S Summer Style 2025 in the UAE with its first regional press showcase
The inside story of how we made the M&S global campaign ‘Summer Like You Mean It’ sizzle in the Middle East's style scene right in time for travel season!
The Brief
For the launch of the M&S Summer Style 2025 collection, the brand wanted to connect with a broader audience while redefining how customers perceive the collection – showcasing its stylish designs, premium lines with high-quality craftsmanship, and exceptional value. Beyond that, M&S looked to engage directly with the individuals who influence shopping and trends in our markets.
Under the brand’s global tagline “Summer Like You Mean It”, M&S wanted to highlight the endless styling possibilities offered by the new collection. And we know when it comes to bringing fashion to life with passion and flair during the summer, there’s no better stage than the UAE!
The region’s first M&S press showcase (with a twist).
Inspired by the region's love for travel, we reimagined the traditional press show by transforming a luxury suite into a stylish traveller's paradise. Think vacation-ready looks draped over beds, styled in walk-in closets, and hung in wardrobes because summer should be chic yet effortless.
To create this style sanctuary, we worked together with British stylist based in Dubai, Holly Elgeti, to curate the looks across the suite and show how M&S offers style, quality and value.
From conceptualisation to experience design and storytelling, we curated the region’s first M&S press showcase for a collection launch. Key collaborations with:
- British stylist, Holly Elgeti, to curate the looks across the suite and sharing styling tips using M&S pieces with guests on-ground
- Jumeirah Al Naseem’s Presidential Suite as the venue to offer the luxury travel experience – and the perfect photo opportunity for the gram in front of Dubai’s iconic Burj Al Arab
- Post-event partnership with influencers to maintain the momentum and further push the collection with the online audience
From A to Z...
1. Event conceptualisation
2. Launch press showcase
3. Design and production
4. Bespoke content production
- Cinematic video assets for M&S social platforms
- Still photography for social, press and digital
- Portrait photography of guests on-site
5. Press office and media relations
6. Post-event activities
Effortless style, unbeatable quality, and great value - everything M&S stands for, presented in one unforgettable experience.
That’s how you Summer Like You Mean It!
Results
- 179 pieces of coverage (and counting)
- 16 million in reach
- $581K+ earned media value through proactive PR
- $1.7M+ total PR value
Tier-A media in attendance included Kul Al Usra, Grazia Middle East, ELLE Man Arabia, SheerLuxe Middle East, Cosmopolitan Middle East, The National Luxury, What’s On Dubai, Ahlan!
Arab TV stars and influencers including Hajar Asli and Nour El Haj with over half a million followers joined the showcase
New visibility for the brand by ensuring the guests ranged from millennials to gen-Z, emphasising on how the new collection offer style options for all ages