M&S makes London Fashion Week debut to boost style ambitions

The retailer, one of the biggest names on the UK high street, will celebrate 100 years in fashion with womenswear and menswear collections inspired by the M&S archive.

Under Stuart Machin, CEO since 2022, M&S has focused on re-establishing its value, quality and ⁠style credentials to boost its appeal to a younger fashion-focused shopper.

It is also revamping its supply chain, while investing in stores and strengthening its data and digital capability.

With an aim to make M&S a truly omnichannel retailer, Machin is targeting a doubling in the fashion, home and beauty (FH&B) division's online sales over the long term from about £1.4 billion ($1.9 billion) in 2024/25. He also wants to increase online's share of total FH&B sales from about 34% to 50% in the medium term.

In contrast to the host of top global designers and brands also showing at the event, ‌M&S' ⁠57 runway looks will be available to shoppers immediately following the show online and in 10 flagship stores across the UK and Ireland. Half of the collection is priced under £50.

Collection built on M&S heritage

"This is a collection built on our heritage but brought bang up to date," Machin said.

"From our tan leather ⁠borg jacket inspired by a heritage St Michael design to our black tuxedo suit and crisp white shirt like the ones worn by Christy Turlington for M&S in the '90s."

The show will be streamed later on Friday ⁠on M&S's website and on European partner Zalando's website.

In May, M&S forecast a return to profit growth this year after it slumped 24% in 2025/26, hit by a disruptive cyberattack that dented sales ⁠and margins. It will publish half year results on November 4.

Shares in M&S are up 11% so far this year, helped by stellar growth in food sales.