Clothes worth queueing for — it’s M&S fashion renaissance

By the Editorial Team · Wednesday, September 2, 2026

Marks & Spencer, under the leadership of Maddy Evans, is revitalizing its womenswear line with a new collection to be showcased at London Fashion Week celebrating the brand's centenary. The collection emphasizes affordable, stylish, and versatile pieces that respond to changing customer preferences, including increased demand for smart-casual wear and adaptable outerwear.

Marks & Spencer is marking a notable resurgence in its womenswear offerings under the direction of Maddy Evans, who has been credited with revitalizing the retailer’s fashion profile. The company plans to showcase its renewed focus on accessible style with a catwalk show at London Fashion Week on September 18, a landmark event celebrating 100 years of the brand’s fashion heritage.

Evans, 53, acknowledged the significant responsibility that comes with catering to M&S’s 13 million womenswear customers. The upcoming show is intended to highlight the brand’s commitment to affordability, with most shoes and bags featured priced under £40. The collection aims to blend contemporary trends with practical wearability, reflecting the evolving preferences of today’s consumers.

The seasonal lineup emphasizes relaxed tailoring and versatile outerwear, including “light jackets” that Evans notes have seen a 500 percent increase in sales year over year. These jackets incorporate adjustable hems, allowing wearers to customize fit and style. Among the highlighted pieces is a caramel mock crocodile jacket retailing at £70.

Evans also described the introduction of “weatherproofing” layers designed to accommodate fluctuating temperatures. With last winter’s colder weather delayed until January, customers are reportedly less inclined to invest in heavy coats prematurely. The M&S fashion team is already strategizing for next summer in anticipation of continuing warm conditions.

Central to the brand’s approach is data-driven insight into customer behavior. Evans points to an emerging trend she terms “smasual,” or smart-casual attire, reflecting the lifestyle shift toward more informal socializing, such as meeting friends at cafes and restaurants or hosting small gatherings at home. The new collection aims to meet this demand by offering pieces that are stylish yet comfortable.

Evans embodies the ethos of the current M&S womenswear direction, dressing in modern yet accessible pieces from the upcoming collection. The retailer’s renewed focus on balancing style, comfort, and affordability signals an ongoing effort to reconnect with core customers and expand its fashion relevance in a competitive market.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.