Unveiled this week, Emin and friends are sharing the stage with both fashion insiders – American Vogue creative director Grace Coddington and model Karen Elson – and "real women" – see Helen Allen, the 2011 Nurse of the Year, and Jasmine Whitbread, CEO of Save the Children.
Subtitled "Britain's leading ladies", the delicate balance of fashion heavyweights, national treasures, wholesome pop stars, real-life heroes, and the slight edge provided by Emin, tells you everything about where M&S wants to position itself now: as a serious fashion contender, one that appeals to cultured, cool and creative women. (Cochrane, 2013c).
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