A scroll down your FYP of late will likely have thrown up countless M&S styling videos. Most of them pose the same question: “is M&S suddenly very cool, or am I just approaching 30?” It’s cool. Absolutely. A stalwart of the British high street, M&S has managed to change perceptions around its womenswear offering with speed over the past few years.
Clothing and home sales were up 5.3 per cent in the year ending March 2024, proving designs are no longer dated and drab – rather, desirable and attuned to what’s trending, particularly among Gen-Z and millennials.
Yet, M&S has never been cooler than it feels this week, as the brand announces a collaboration collection with British actress Sienna Miller in a bid to coax even more fashion fans back through its doors.
Image Courtesy of M&S
“I have always had a genuine love for M&S – it’s a brand that is part of the fabric of British life and holds special associations for so many people,” Sienna said of her work.
“Seeing the reaction to the Autumn campaign that I fronted was phenomenal. To collaborate on a womenswear design project made total sense. I can’t wait to see what customers think of the collection.”
Launching this Thursday, June 6, the 33-piece capsule follows Sienna’s aforementioned first partnership with Marks and Spencer, which saw her front their AW 2023 campaign. This time around, Sienna has been heavily involved in the entire process – from design to marketing – to craft something which feels attuned to her personal brand: boho chic, with an edge.
The collection nods to summer festivals, 70s prints and some of Sienna’s most-adored vintage pieces from her own personal collection. Textures are rich and lines are fluid; each piece tells its own story. Unusual, perhaps, for a collection which graces the rails of our beloved high street.
Image Courtesy of M&S
Image Courtesy of M&S
Maddy Evans, M&S Womenswear Director told us: “We are absolutely delighted to build upon our relationship with Sienna Miller and introduce a design collaboration that is inspired by her own personal wardrobe.