Many shoppers would usually look beyond M&S when it comes to clothes – but the retailer has managed to rebrand, becoming ‘cool’, so we speak to an expert on how the once ‘frumpy’ shop became a fashion staple
You may be wondering if M&S have upped their game, or if you’re just getting older, and that’s why their clothes are appealing to you.
Many young people have been singing Marks and Spencer’s praises over their seriously trendy and fashionable pieces recently spotted in stores. M&S has been named as “cool” again by shoppers, but there was a time even the CEO admitted the clothes came with “frumpiness”.
Videos have emerged online of people sharing their “unreal” M&S hauls, and there has been an influx of new fans picking up croc print faux leather trench coats, animal print ballet pumps and wool gilets – the types of clothes you wouldn’t usually associate with M&S.
It can be said that the huge turnaround for the retailer came after the company hired ex Topshop fashion director Maddy Evans in 2019. Evans came in as head of buying, before she was promoted to director of womenswear in 2022 and seemingly helped bring M&S into the gap left by Topshop on the high street.
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Following trends, M&S have managed to secure their position as a go-to high street fashion store, with in demand pieces constantly being sold out thanks to going viral online.
When she first arrived at M&S, Evans told the Times how the brand was not considered ‘stylish’ or ‘modern’ or even ‘relevant’ to most women, and she told her colleagues: “We’re not designing for your grandmother. We’re designing for all of us. Everybody in the room should want to wear this dress.”
Last year, Marks and Spencer also appointed Callum Briggs as the head of menswear, formerly working at Hugo Boss, which shows they are dedicated to raising the bar even more.
M&S have certainly made their style a lot more modern and tapped into a new market as they are authentic and accessible, while still remaining sustainable – something Gen Z are conscious about.
Shoppers are becoming a lot more intentional about how they are spending their money, and M&S has been able to position itself as trustworthy and trendy. Fashion and etiquette expert Jo Hayes spoke to Daily Mirror about the revival of M&S and gave insight into why Gen Z are becoming M&S fans.
“While it may be relatively easy to bring in a new line of fashion options, lifting the long-standing reputation of brand is often hard work – and takes time. Not so here … it’s been a fast fashion flip for M&S – helped, largely, by a social media push (a few Gen Z influencer re-posts, and you’re treading on a good retail sales ground).”
She said M&S have been “very savvy” in drawing in a younger crowd by using humour, nostalgia and clever social media strategies. For example, their “Mark and Spencer” series, featuring reality stars TOWIE’s Mark Wright and Made in Chelsea’s Spencer Matthews.
The expert also touched on M&S’s collaborations, which has “positioned themselves as an on-trend, high-quality, luxury, clothing retailer – but at an affordable price.” She added: “In many ways it’s the perfect brand to rebrand. While it may have once been considered ‘frumpy’ in the clothing stakes, it was still a favoured household name – and now, it’s proven that it can move with the times, step out in bold, fresh ways, and cater to a style-savvy crowd, while still maintaining it’s wholesome British family roots.”
You just need to take a look at the M&S website to see how they have their finger on the pulse when it comes to viral and trending pieces. There is a whole dedicated section to “trending” products, such as their latest burgundy edit, tapping into the viral shade of the season.
Pieces include the wine coloured Double Breasted Longline Coat With Wool (£100) and the Ribbed Pleated Knitted Mini Skirt (£36).
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Stylist Julia Rose Brownlee noted how M&S has “notoriously and historically” been saved for the middle aged to elderly clientele, but says she’s now recommending pieces to clients of all ages.
She told Daily Mirror: “M&S are nailing their classics as they always have, but also jumping on trends and doing them well and better quality then say H&M Mango or New Look.
“What’s most valuable is that the trends aren’t too trendy, and still retain the classic edge giving them more longevity in people’s wardrobes which is so important to shoppers these days.”
Julia said this rebrand has “been slow” but feels “very natural and with the times” rather than a brand new shop that has just come out of nowhere. “They’re doing what most shops don’t do which is sticking to their brand of classics (just now with a youthful edge) rather than changing their identity to try and make everyone happy.”
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