UnderWonder Content’s acclaimed director Tanu Muino teams up with global creative agency Mother London for Marks & Spencer’s Fall 2025 campaign. Blending bold storytelling with cultural insight, the collaboration reflects Mother’s legacy of independent creativity and global reach, delivering a seasonal campaign designed to resonate worldwide.
Marks & Spencer’s Fall 2025 campaign has arrived with a burst of cinematic energy, thanks to the creative vision of UnderWonder Content’s celebrated director Tanu Muino and the imaginative force of Mother London, one of the world’s most influential independent creative companies. As autumn begins to cast its signature palette across cities, the retailer’s latest seasonal storytelling has taken shape through a collaboration that blends bold aesthetics, cultural currency, and a fresh perspective on fashion communication.
This year’s campaign represents far more than a seasonal showcase of clothing—it is a synthesis of craft, ambition, and creative instincts honed on global stages. By bringing Muino on board, Marks & Spencer signals its desire to speak to audiences with elevated visual language while maintaining the brand warmth that has defined M&S for decades. Muino, known for her meticulous, high-impact style and ability to create worlds that feel both surreal and relatable, has infused the Fall 2025 narrative with a sense of movement, emotion, and contemporary cool. Her artistic sensibility has helped the campaign transcend traditional fashion advertising, shifting it toward storytelling that resonates deeper within culture.
For Mother London, the partnership aligns with its longstanding mission of developing work that does more than sell—it stays with people, gets talked about, and occupies a space in everyday cultural conversations. Known for ideas that are embraced by audiences because they feel unforced yet unforgettable, Mother has shaped the conceptual heart of the M&S Fall 25 campaign. With a history that began humbly—three people around a single table, sharing washing-up duty—the agency’s journey is one of growth fuelled by creativity, collaboration, and a refusal to compromise on independence. Now with offices across London, New York, Los Angeles, Singapore, Shanghai, and Berlin, Mother continues to produce work that draws global attention without losing its core spirit of inventive thinking.
The campaign captures the sensorial atmosphere of autumn in a way that feels fresh rather than nostalgic. Leaves falling, warm layers, shifting moods, and transitions in nature mirror transitions in style, work, and personal expression. Muino’s direction uses these elements not simply as background visuals but as metaphors for personal transformation and the easy confidence of dressing for the season. With careful attention to movement and texture, the campaign blends cinematic storytelling with refined fashion photography, positioning M&S’s Fall 25 collection within a narrative that consumers can see themselves in. It is aspirational without alienation, stylish without distance.
Marks & Spencer, a brand that has continuously reinvented its fashion messaging to match evolving tastes, is tapping into a new creative rhythm with this collaboration. Recent years have seen the retailer push toward more contemporary expressions of brand identity, embracing partnerships, updated storytelling, and a stronger visual presence. This campaign is a continuation of that evolution but delivered with added confidence. The message is clear: an iconic British retailer can speak in the language of global style while still holding onto its heritage of quality and reliability.
The production behind the campaign demonstrates a level of ambition that matches Mother’s philosophy of embracing ideas that carry cultural resonance. Muino’s talent for crafting scenes that feel alive—charged with colour, atmosphere, and emotion—elevates even the most subtle details. She is known for her ability to create content that merges the cinematic with the commercial, ensuring the audience feels the story first before they notice the branding. That distinct approach gives M&S a campaign capable of capturing attention in a crowded media landscape, where visual storytelling often determines a brand’s relevance.
UnderWonder Content, Muino’s production company, has built a reputation for supporting distinctive creative work across global markets. Their presence ensures that the campaign’s execution is polished, modern, and grounded in a world-class production environment. For M&S, this collaboration symbolizes an embrace of talents who are shaping future-facing storytelling across music videos, advertising, and digital culture. The fusion of these creative worlds allows the Fall 25 campaign to feel contemporary, diverse, and dynamic.
Mother London’s role goes beyond traditional agency work. The company’s ethos—of being a destination for the most creative minds in the world, including their clients—reflects its operating principle: treat creativity as a gathering of brilliant thinkers, collaborators, and problem-solvers. Marks & Spencer, as part of that ecosystem, becomes both a partner and a participant in the creative experiment. Such a model encourages campaigns that are unpredictable in the best way, capable of influencing culture instead of just following trends.
By grounding its Fall 25 story in creativity drawn from diverse backgrounds, the campaign offers something audiences increasingly seek: authenticity paired with artistic ambition. There is no formulaic feel, no heavy-handed messaging, no attempts at forcing relevance. Instead, the campaign flows with the natural rhythm of the season—organic, expressive, visually intriguing. It is a celebration of fall not as a backdrop but as a state of mind.
The choice to position “falling” elements—leaves, fabrics, gestures—throughout the campaign emphasises the joy and playfulness of transition. The creative team has embraced fall as a season of letting go and embracing new layers, both literally and metaphorically. M&S’s clothing is integrated into this shifting landscape, reflecting comfort, style, and ease. Muino’s directorial decisions bring fluidity and movement into the visuals, ensuring the clothing feels like part of the story rather than mere wardrobe.
Mother’s ability to capture the personality of a brand and make it meaningful to audiences across different geographies is on full display. With more than two decades of creative breakthroughs behind them, the agency continues to operate with the hunger of a startup and the finesse of an industry leader. For Marks & Spencer, that combination delivers a campaign grounded in emotional clarity and bold visual energy.
The Fall 25 campaign also represents a broader cultural moment in advertising, where brands seek to connect through mood rather than message. Consumers today gravitate toward campaigns that feel human, immersive, and thoughtful. They want experiences, not slogans. By investing in a director like Muino and a creative force like Mother, M&S signals its awareness of this shift and its readiness to compete in a landscape where emotional storytelling defines brand value.
As autumn settles in and audiences begin to encounter the campaign across platforms, the Marks & Spencer Fall 25 narrative stands poised to resonate not just as a seasonal release but as a moment of cultural expression. Through the combined artistry of Mother London and Tanu Muino, the campaign embodies the sentiment that fall is not just a season—it is an invitation to experience change, beauty, and creativity in motion.
For M&S, this collaboration represents the kind of strategic and artistic alignment that brands increasingly seek: a partnership where vision, craft, and cultural fluency come together to create work that endures beyond a single season. And for audiences, it offers a campaign that celebrates autumn with a sense of wonder, personality, and cinematic charm—ushering in Fall 2025 with a blend of creativity and elegance that only such a powerhouse collaboration can deliver.
