British retail giant Marks & Spencer has announced the appointment of Gillian Anderson as its first-ever Chief Compliments Officer (CCO), marking a new chapter in the brand’s evolving “Love That!” campaign across fashion, home and beauty.
The new role is designed to champion positivity and celebrate the confidence that comes from receiving a genuine compliment. As part of the campaign, Anderson will help spread joy through style, highlighting standout pieces from the retailer’s latest collections while encouraging people to share everyday affirmations with each other.
The announcement comes as M&S prepares to launch its Spring 2026 collection, which officially arrives on 11 March, featuring a campaign film of Anderson offering style compliments to women wearing the brand’s latest designs. The advert is set to the iconic track Oh Yeah by Yello.
The Power of Compliments
The campaign is rooted in new research commissioned by M&S, which found that 62% of people feel happier after receiving a compliment, yet 8% say they receive none at all.
What began last year as a social media series celebrating small but meaningful affirmations quickly evolved into something larger. The phrase “Love That!” became widely adopted online as a spontaneous way of expressing appreciation, especially when complimenting someone’s style.
Encouraged by the response, M&S expanded the concept into a wider brand platform focused on encouraging people to embrace everyday moments of positivity.
According to the brand, confidence and feeling seen are universal needs—something the Chief Compliments Officer role aims to address by celebrating individuality, personal style and the emotional impact of fashion.
Gillian Anderson’s Role as CCO
Speaking about the new position, Anderson said compliments can have a powerful impact on how people feel about themselves.
“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,” she said.
Known for portraying complex, powerful women throughout her career—particularly as Dana Scully in The X-Files and Jean Milburn in Sex Education—Anderson explained that the way she dresses has become an intentional part of expressing who she is.
She added that compliments about clothing often resonate because they recognise authenticity rather than appearance alone.
“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.”
A Major Moment for Marks & Spencer
Sharry Cramond, Marketing Director for Fashion, Home & Beauty at Marks & Spencer, described Anderson’s appointment as a major moment for the retailer.
“Welcoming Gillian Anderson as our first-ever Chief Compliments Officer is incredibly exciting,” she said. “She’s here to showcase our brilliant womenswear, spark joy and champion the power of a great compliment.”
The “Love That!” social series, which highlights must-have M&S items, has already amassed over 20 million views, demonstrating strong interest from customers eager to discover trending pieces and wardrobe staples.
Cramond added that the phrase “Love that…where’s it from?” reflects a familiar everyday interaction—one that often happens between women complimenting each other’s style.
The Looks Featured in the Campaign
The campaign also highlights several pieces from the M&S Spring range, including:
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Black Dress – £36
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Pointed Toe Slingback Stiletto Heel – £46
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Gold Small Hoop Earrings – £20
These pieces reflect the retailer’s push toward accessible, stylish wardrobe staples designed to inspire those all-important compliments.
You can explore the full collection on the official Marks & Spencer website: https://www.marksandspencer.com
What’s Next for the “Love That!” Campaign
The Spring campaign marks only the beginning of a larger year-long strategy for M&S, with additional content planned across social media and digital platforms.
Behind-the-scenes content will follow Anderson’s fictional assistant as they attempt to spark as many “Love That!” moments as possible—reinforcing the brand’s message that fashion is about more than clothing; it’s about confidence, connection and celebrating individuality.
As M&S continues to reposition itself in the modern fashion landscape, the retailer hopes the campaign will transform it from a brand people grew up with into one they “simply cannot live without.”
