They were the glamorous adverts that 'rescued' the image of Marks & Spencer - brought Twiggy back to our television screens.
But now the store giant has ditched its glamorous television campaigns, which featured celebrities including Myleene Klass, Twiggy, Dannii Minogue and Mick Jagger's daughter Lizzie, as well as males stars like Jamie Redknapp.
It is thought the decision to drop the ads follows concerns they alienate its older customers.
When the commercials first appeared in 2004, the original four models were Twiggy, Laura Bailey, Erin O'Connor and Noemie Lenoir.
Twiggy survived to become part of the final line-up, dubbed the Fabulous Five, which also included television presenter Lisa Snowdon, 39, would continue to work for M&S but would feature only on billboard and in-store promotions.
Sky Sports commentator Jamie Redknapp, 38, who was brought in this year to spearhead M&S's first menswear campaign in a deal believed to be worth £200,000 a year, will also be kept on.
An M&S spokeswoman yesterday refused to comment on the plans to scrap the adverts.
Asked if Twiggy and Ms Snowdon would be appearing in TV campaigns for the store, she said: 'We do not comment on future advertising plans.'
Mr Bolland, 52, who described his plans for the 127-year-old chain as 'evolution not revolution' when he took over from Sir Stuart Rose as boss in May last year, had initially heaped praise on the star- studded adverts.
He also pumped an additional £12million into Marks & Spencer's £60million advertising budget.
In April M&S launched its Spring 2011 campaign led by a 50-second commercial that saw the five women frolicking at a marina in Miami.
While we loved it, critics suggested it didn't relate to recession-hit shoppers or its older customers.
The M&S girls were the brainchild of Sir Stuart Rose and his marketing director Steven Sharp, who cast Twiggy after a chance encounter in a Suffolk pub.
'She had her hair in plaits and looked beautiful: softer, more womanly,' Mr Sharp has said. 'I knew then there was something about her and when the chance arose I should do something with her.'
What did you think of the ads? Would it be a mistake to axe them? Leave your thoughts below...