M&S is set to make its London Fashion Week debut, with the goal of upping the company’s fashion credentials.
It will mark 100 years in fashion with a catwalk show featuring 57 menswear and womenswear looks inspired by pieces from its archive.
Unlike many of the designer collections showcased during London Fashion Week, all of the M&S looks will be immediately shoppable following the show, both online and across 10 flagship stores in the UK and Ireland.
Half of the collection will be priced below £50, as M&S looks to bring the fashion-week experience to its mass-market customer base.
Chief executive Stuart Machin said: “This is a collection built on our heritage but brought bang up to date.”
The range includes a tan leather borg jacket drawing inspiration from the retailer’s heritage St Michael label, alongside a black tuxedo and white shirt referencing the looks worn by supermodel Christy Turlington for M&S during the 1990s.
The fashion show will also be streamed on the M&S website and through European ecommerce partner Zalando.
M&S is pushing forward with its efforts to overhaul its clothing proposition and shed its historic reputation for appealing predominantly to older shoppers.
Under Machin, who took the top job in 2022, the retailer has worked to strengthen its value, quality and style credentials, while investing in stores, its supply chain and digital capabilities.
Its London Fashion Week debut also feeds into M&S’s wider push to grow its ecommerce business.
The retailer is targeting a long-term doubling of online sales across its fashion, home and beauty division from around £1.4bn in 2024/25.
It is also aiming for digital to account for 50 per cent of fashion, home and beauty sales in the medium term, up from around 34 per cent currently.
M&S has made significant strides in reviving its fashion business in recent years, including introducing more trend-led ranges and collaborations as it battles to win a greater share of the UK clothing market.
However, it is still recovering from the major cyber attack that disrupted its operations last year.
Annual profit fell 24 per cent in 2025/26 as the incident hit both sales and margins, although M&S said in May that it expects to return to profit growth this financial year.
M&S will unveil its half-year results on 4 November.
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