Bradford-trained Olympic boxing champion Nicola Adams is hoping to pack a punch to help iconic retailer Marks & Spencer revive its fortunes in the fashion market.

Nicola, who became the first female boxing Olympic gold medallist at London 2012 and is a former Bradford College student, will appear in the chain’s latest fashion campaign alongside Oscar-winning actress Dame Helen Mirren, artist Tracey Emin and singer Ellie Goulding.

The new faces have been unveiled by M&S – which is run by Marc Bolland, former boss of Bradiord-based Morrisons – which has put its faith in a dozen high-profile women to feature in the campaign, which is designed to “reassert” M&S’s quality and style credentials.

Renowned portrait photographer Annie Leibovitz snapped the women at locations, including a boat on the River Thames and a Berkshire country house, wearing dinner dresses, leather jackets, faux furs and stiletto heels from across its new autumn/winter range.

The line-up also includes author Monica Ali, 2011 nurse of the year Helen Allen, former ballerina Darcey Bussell, US Vogue creative director Grace Coddington, model and musician Karen Elson, singer Laura Mvula, burns survivor and TV presenter Katie Piper and Jasmine Whitbread, who is the boss of Save the Children International.

The campaign will appear in print, billboards and online – but does not include TV adverts..