- Amelia Dimoldenberg has been named the face of Marks & Spencer's "Summer of Love That" campaign, with the creative concept built around a playful hotel-world called "Casa del Compliments."
- The summer collection officially lands May 7, featuring lightweight, mix-and-match staples aimed at holidays, weekends, and casual days out, at high street prices.
- Dimoldenberg takes on the role of "General Manager" of Casa del Compliments. effectively stepping into the position vacated by Gillian Anderson, who served as M&S's inaugural "Chief Compliments Officer" for the spring campaign.
- The campaign builds on the success of M&S's earlier "Love That" ads, which ranked among the top-performing fashion campaigns globally and pulled in millions of views.
Marks & Spencer is keeping the momentum going on its hit “Love That” franchise, this time handing the keys to Amelia Dimoldenberg for summer.
The British comedian and Chicken Shop Date creator steps in as “General Manager” of “Casa del Compliments,” a sun-drenched, hotel-style concept that places confidence and style at its centre. She picked up the baton from Gillian Anderson, who fronted the spring edition as M&S’s first-ever “Chief Compliments Officer.”
Ascovered in our piece on Gillian Anderson’s M&S spring partnership, the “Love That” platform has quickly become one of the high street’s most talked-about campaign properties.
The collection drops May 7 with lightweight staples and trend-led pieces designed for everyday wear, targeting holidays, weekends, and casual days out. The campaign is also set to culminate in a live-streamed fashion show experience.
The fit makes sense on paper. Dimoldenberg was named in Time magazine’s inaugural TIME100 Creators list in 2025. Her brand portfolio is growing fast, she recently starred in a Bumble campaign built around her “golden rules of dating,” and she holds ongoing ambassador roles with Levi’s and Olay.
The M&S deal marks her first fashion campaign lead for the retailer. It’s a similar playbook to what we saw with Sydney Sweeney’s American Eagle summer activation, pairing a culturally resonant face with a campaign concept designed for social shareability.
For M&S, the formula is deliberate. The Spring “Love That” campaign reached 89% of Spring Style shoppers an average of 7.3 times across social, OOH, digital display, and print. The brand is clearly betting Dimoldenberg’s deadpan charm will carry that energy into summer.
Takeaways
M&S isn’t just running a summer ad, it’s building a campaign IP. By rotating high-profile faces (Anderson in spring, Dimoldenberg in summer) under the same “Love That” and “Casa del Compliments” umbrella, the retailer is creating a serialised brand world that keeps audiences tuned in season to season. It’s a strategy closer to a content franchise than a traditional fashion campaign.
For Dimoldenberg, landing a lead fashion campaign at M&S is a meaningful step. It’s the kind of mainstream brand credibility that sits alongside, not below, her digital-native identity.
Is M&S’s rotating celebrity model (Anderson for spring, Dimoldenberg for summer) a smarter long-term campaign strategy than locking in a single brand ambassador? Dimoldenberg built her brand on awkward authenticity. Does a polished high street campaign risk softening what makes her compelling to her core audience?
