Marks and Spencer is one of those brands that have had their up and downs. Recruiting Rosie Huntington Whiteley to front their lingerie campaign as well as numerous other celebrity endorsements including Twiggy, Dannii Minogue and Myleene Klass, have resulted in spikes of really successful collections for the high street giant. Their launch of Limited Edition, their premium offering, also went down a storm with regular shoppers. But it seems now is time for an entire overhaul.

Enter Belinda Earl, previously of Debenhams and Jaeger, who has been rumoured to have been given a one million pound salary (yes, one million), has been drafted in to give the M&S fashion offering a facelift. She told Vogue, "We spent lots of time asking customers what they wanted and talking to the staff in store. What they want is the quality back and the trends interpreted to fit and flatter them; they want to look their best."

The new campaign which you can check out in the gallery above, shows a new attention to styling than ever before for the usually play-it-safe- brand. I personally, think it looks like a real step forward for the fashion offering at the nation's beloved M&S; with a clear focus on luxe quality and super-cool cut and detail, they've definitely encouraged me to pay a visit come Autumn / Winter 2013. Let's hope the core M&S shopper agrees.

What do you think? Check out the new campaign imagery in the gallery above and head over to M&S here if anything takes your fancy - the collection is set to hit stores from July 2013 onwards.