M&S enlists Gillian Anderson as chief compliments officer in new campaign

Anderson’s appointment forms part of the retail giant’s latest campaign aimed at celebrating the power of positive affirmation in fashion.

She will be responsible for championing the idea that fashion can be a source of confidence and self-expression.

Anderson will encourage customers to share moments of appreciation with one another ahead of the launch of Marks & Spencer’s spring 26 collection.

Research commissioned by M&S found 62% of consumers feel instantly happier when they receive a compliment, highlighting the emotional impact of a simple kind word. However, 8% of people say they never receive compliments at all.

Anderson said: “A simple compliment can genuinely boost confidence and change how someone feels all day, so as chief compliments officer, I’m here to help make those moments more commonplace.”

“Having spent my career playing women in positions of power, complexity and contradiction, I’ve become very deliberate about how I dress, so when someone pays me a compliment it means a lot.”

She added: “Hearing something genuinely nice, especially about what you’re wearing, can change the way you carry yourself, whether you’re on a red carpet or doing the school run. And that boost shouldn’t be rare.”