Δευτέρα, 11 Νοεμβρίου 2013

The quintessential British backdrop

Today's post is actually written by Marina Labrakis, a DPhil candidate in modern Greek at the University of Oxford. 

Marina spotted and sent over the new advert for the Marks & Spencer stores in the UK. 

I republish her comments with her permission and also many many thanks - there's no way I could have put it better myself. 



It's the most recent Marks & Spencer advertising campaign, entitled 'Britain's Leading Ladies', which features a variety of prominent British women and is shot by Annie Leibovitz. In the background of one of the photos used, for some reason there is a classical statue, for instance as seen here.







According to the M&S blurb, "A London artist’s studio sets the scene for the rebellious yet playful ’London Calling’ trend... [which] captures the creative spirit of individuality." 

So it seems the reference to the classical world is there in order to evoke this idea of creativity. But I guess, also, the statue alludes to ideals of beauty, grace, and the perfect form, which of course M&S are keen to flag up in the context of a fashion campaign. Moreover, I'm interested by the appropriation of a classical artefact within a very celebratory British context (the campaign is described as using "quintessentially British backdrops"), in the service of extolling what is inspirational about British heritage.











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