There’s something really refreshing happening right now, and surprisingly… it’s coming from Marks & Spencer. Yes, that M&S. They’ve just appointed Gillian Anderson as their very first Chief Compliments Officer—and honestly, I think it’s genius. At first glance, it might sound a bit like a clever marketing stunt (and yes, of course it is), but the deeper message behind it actually feels quite powerful… especially for women.
The Power of a Simple Compliment (That We Forget About)
The whole idea behind this campaign is beautifully simple: we don’t compliment each other enough. And when we do? It matters. Not in a superficial, “oh that’s nice” kind of way—but in a real, grounding, confidence-shifting way. Gillian herself says that a compliment isn’t really about how you look… it’s about being seen. About someone recognising something that feels true to who you are. And that hit me. Because how often do we get dressed, not just to “look nice”, but to feel like ourselves?
A Little Confession… I Do This All the Time
I have to admit, this is something I already do—and maybe you do too? If I see a woman in the street wearing something fabulous, I’ll tell her. If someone walks out of a changing room and they look amazing—I’ll say it. I don’t overthink it, I don’t analyse whether it’s “appropriate”… I just say it. And do you know what? The reaction is almost always the same. A little surprise at first, then this softening… a smile… sometimes even a glow. It’s like you can physically see their energy shift. And I love that. Because it costs absolutely nothing, but it can genuinely change someone’s day. Maybe even how they see themselves.
I remember once going into a shop in Switzerland and the saleswoman helping me was so unbelievably gorgeous, I just had to tell her. She was quite young, with deep, dark skin and short hair, and honestly… she was breathtaking. She looked completely shocked when I said it, like she wasn’t expecting it at all, but I could see it meant something. And I bet—even now, years later—she still remembers that moment.
Why This Feels Especially Relevant Right Now
Let’s be honest… midlife changes things. Our bodies change. Our energy changes. Our tolerance for nonsense definitely changes. But something else happens too—we become far more intentional. We stop dressing for trends, approval, or expectations… and start dressing for us. So when someone says, “I love that—where’s it from?” it’s not just about the outfit. It’s validation. It’s connection. It’s a little spark of yes, I see you. And I think that’s exactly what this campaign taps into.
From ‘Sex Symbol’ to Something So Much More
And this is where Gillian Anderson feels like such a perfect choice. Back in the late 90s, during her The X-Files days, she was named one of the world’s sexiest women (I’m pretty sure it was FHM at one point—very of that era). And yes, she was—and still is—stunning. But what I find far more interesting is who she’s become. There’s a grounded confidence about her now. A sense of self-possession. She doesn’t feel like she’s performing femininity for anyone anymore. She owns it. She’s played powerful, complex women for years, and it feels like that energy has seeped into her real life too. There’s depth there. Honesty. A quiet kind of strength. And I think that’s the real glow-up—not going from “sexy” to “not”, but from being seen through someone else’s lens… to defining yourself entirely on your own terms.
The “Love That!” Energy (And Why It Works)
M&S are leaning into something we all recognise—that little exchange between women: “Love that!” “Where’s it from?” It’s such a normal, everyday moment… but it carries so much warmth. No competition. No comparison. Just appreciation. And I really like that they’re celebrating that energy rather than pushing perfection, youth, or unrealistic ideals. It feels… kinder.
My Take (Because You Know I Have One)
I think this campaign works because it’s rooted in something real. Not trends. Not hype. Not “you need this”. Just: feel good, express yourself, and lift each other up along the way. And honestly? We could all do with a bit more of that. So maybe this is your little reminder today: If you like something someone’s wearing—say it. If you feel good in what you’re wearing—own it. If something makes you feel like you—lean into it. Because those small moments? They’re not small at all.
Images and press materials courtesy of Marks & Spencer.
