Marks & Spencer is to launch a new womenswear campaign without celebrities for the first time since 2005.

Star models Ana Beatriz Barros, Rosie Huntington-Whiteley and Noemie Lenoir will be replaced by ordinary models to promote the for Every Woman You Are campaign which launches next week. The intention is to emphasise M&S’s product rather than celebs.

The models include two size 16 women and one with grey hair, The Sun reported.

M&S has pursued a celebrity-led promotional campaign for the last seven years. Stars such as Twiggy, Myleene Klass and Lisa Snowdon have featuring in the TV and press ads.

Celebrities including Twiggy and Huntington-Whiteley – who is the face of a new lingerie range which launches today – will still feature in future campaigns, the paper said.

M&S is keen to arrest a decline in market share in womenswear. The retailer this week unveiled a new flagship store in Cheshire Oaks featuring innovations in merchandising and technology.