In order to drag themselves out of the womenswear doldrums, and win back older customers, M&S have changed tack. Gone are the tired ads with Myleene Klaas and Twiggy frolicking around pretending to be friends - let's not even think about Gary Barlow and Dannii Minogue - and in comes a fresh line-up. With older models: Yasmina Rossi, 56, she of the fabulous grey hair that every woman on the blogosphere covets, and the lovely Angela Dunn Radcliffe, 48, (equally gorgeous red hair, wearing a parka, above). And a whole host of younger models of different shapes and sizes.
The 'For Every Woman You Are' campaign is out this week. And to help further improve their fortunes, the company have brought in an esteemed fashion expert to write an A-Z of Ageless Style for their customers. Er, that's me, and you can read my wise words in the latest issue of M&S magazine. There's a snippet online here - but much better to go in-store, pick up a copy and find out what's written in that blacked-out box, below.
Yep. Not just any old fashion blogger, I'm now an M&S fashion blogger. What do you think of the new campaign?