Is it cool to wear M&S clothes now? - BBC News

Marks & Spencer is shifting toward a younger, trend-conscious image while keeping its core, older audience satisfied. Through newer styles, accessible luxury store redesigns, high-profile moments (like a London Fashion Week show and notable designer collaborations), and measured risk-taking, M&S is positioning itself as a credible, modern British retailer that appeals to under-35 shoppers without losing its established customer base.

Is it cool to wear M&S clothes now? - BBC News # Is it cool to wear M&S clothes now? Image source, Carlo Paloni/Getty Images Image caption, M&S show during London Fashion Week September 2026 By Annabel Rackham Culture reporter 23 minutes ago "I'm the first person to be like, 'It's from M&S, you need to get on to it,'" Farron Clark, a 26-year-old brand strategist tells me. She says it's officially cool to buy your clothes from the high street retailer now. According to Clark and others on social media, Marks and Spencer is becoming the hot place to shop for women under 35, while also keeping its core older audience happy too. "For a long time M&S had this fusty reputation - it was less valued by younger people," says Chioma Nnadi, head of editorial content at British Vogue, who tells the BBC there is now a "fresh energy around the brand". And accompanying that fresh energy is a new marketing strategy, which includes hosting its first-ever London Fashion Week show on Friday, featuring a collection of outfits inspired by the brand's archive. So how is M&S attracting and retaining a younger generation of shoppers in a highly competitive market? The BBC went to the catwalk show and spoke to experts to find out. Image source, Reuters/Getty Images Speaking ahead of the event at the Design Museum, the company's head of womenswear design, Lisa Illis, says they wanted to do this because of the "immediacy of seeing something and being able to own it and wear it, rather than waiting six months". For many, M&S is more synonymous with pig-shaped sweets than cutting-edge fa…

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