Is it cool to wear M&S clothes now?
The retailer hosted its first-ever London Fashion Week show this week, celebrating 100 years of producing clothing.
The perception of Marks and Spencer (M&S) as a trendy clothing retailer among younger shoppers is gaining momentum, according to brand strategist Farron Clark and British Vogue editor Chioma Nnadi. The retailer has been revamping its image, hosting its first-ever London Fashion Week show, and showcasing a diverse range of fashionable outfits.
The designs, such as faux fur jackets, satin jumpsuits, and sequinned dresses, have attracted younger shoppers who are looking for capsule wardrobes and quality pieces that can be styled in various ways. M&S has been focusing on newer styles and relevant trends while maintaining its core audience's appreciation for quality staples like cashmere and knitwear.
The retailer's emphasis on accessible luxury and in-person retail experiences also appeals to younger consumers. Despite a slump in 2025 due to a cyber attack, M&S's market share in fashion, home, and beauty has rebounded to 10.2% in 2025-26, indicating a successful turnaround.
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