Marks and Spencer has ditched celebrity faces for its latest clothing campaign in favour of a range of models to mirror its "broad customer base".
A total of 10 women ranging in age from 20 to 57 and from size eight to 16 will model the retailer's autumn 2012 collection in a campaign which "firmly makes the clothes the hero of the piece", it said in a statement.
M&S first replaced its celebrity team - including Twiggy, Myleene Klass and Lisa Snowdon - with "ordinary models" for its autumn campaign last year.
However it is understood that the familiar faces will be used again in the future.
M&S said: "The campaign features a selection of models representing a range of ages and sizes which mirror M&S' broad customer base."
The clothes, which reflect "military, ladylike, geometric and texture" trends include a gold sequin top, textured trousers, an olive green double-breasted coat and slim-leg gold and black trousers.
The print, TV and digital ads launch this week.