Marks & Spencer is stepping onto the London Fashion Week runway for the first time, turning one of Britain’s most prominent fashion events into a platform for showcasing its renewed
ambitions in clothing and reaching a broader audience in the UK and overseas.
The retailer will present its debut collection on Friday as part of a celebration marking a century of M&S involvement in fashion. The show will feature both womenswear and menswear, with designers drawing on pieces and styles from the company’s extensive archive while giving them a contemporary interpretation.
The move is part of a wider transformation at M&S under chief executive Stuart Machin, who has led the company since 2022. The retailer has been working to strengthen its reputation for quality, value and modern style, with the aim of attracting younger consumers who may not traditionally have viewed M&S as a fashion destination.
Rather than treating the fashion show solely as a branding exercise, M&S plans to connect the runway directly with its retail operation. All 57 looks presented during the event will become available to customers immediately afterwards through the company's online platform and at 10 flagship stores across the UK and Ireland. Around half of the collection will be priced below £50, reflecting the retailer's emphasis on accessible fashion.
Heritage Meets Contemporary Style
Machin described the collection as a modern interpretation of the company's fashion heritage.
Among the pieces are a tan leather Borg-style jacket influenced by a historic St Michael design, alongside a black tuxedo and white shirt recalling garments worn by supermodel Christy Turlington during M&S campaigns in the 1990s.
The company is using its archive not simply to revisit past designs, but to demonstrate how established M&S styles can be adapted for today's customers. The strategy is intended to combine the recognition associated with the retailer's long history with silhouettes and products designed for current fashion trends.
The London Fashion Week appearance also gives M&S an opportunity to position itself alongside major international fashion houses and labels participating in the event. Unlike many traditional runway presentations, however, the retailer's approach is closely tied to immediate commercial availability.
The show will subsequently be streamed on the M&S website as well as through European retail partner Zalando, extending its reach beyond visitors attending the physical event.
Digital Growth Becomes a Key Priority
M&S's fashion strategy forms part of a broader effort to modernise the business and develop a stronger omnichannel model. The company is investing in its stores while upgrading its supply chain and expanding its use of data and digital technology.
Online sales have become an increasingly important part of that strategy. M&S has set a long-term objective of doubling online sales in its fashion, home and beauty division from approximately £1.4 billion recorded in the 2024/25 financial year.
The retailer is also seeking to increase the proportion of fashion, home and beauty revenue generated online. Its medium-term target is for digital channels to account for half of the division's sales, compared with roughly 34% currently.
That ambition makes events such as London Fashion Week particularly useful: the runway can generate publicity and brand engagement while simultaneously directing consumers towards online shopping channels.
Fashion Strategy Amid Wider Business Recovery
The fashion push comes as M&S continues to recover from a difficult financial year. The company reported a 24% decline in profit for 2025/26 following a major cyberattack that disrupted operations, affected sales and put pressure on margins.
In May, however, M&S forecast that profit growth would resume during the current financial year. Its next major financial update is scheduled for November 4.
The company's food division has remained a significant source of growth, helping support investor confidence. M&S shares have risen by around 11% since the beginning of the year.
The London Fashion Week debut therefore represents more than a high-profile appearance. For M&S, it is another step in a broader attempt to reshape its image as a modern, digitally capable retailer while retaining the heritage and recognition built over its 100-year presence in fashion. Photo by A P Monblat, Wikimedia commons.
