Marks & Spencer (M&S) marked its 100th anniversary with a landmark show at London Fashion Week, signalling a dramatic shift from its traditional, frumpy image to a TikTok-friendly aesthetic. The event, held on 9 July 2026, showcased a collection that mixed classic tailoring with bold, viral-ready pieces, aiming to capture the attention of Gen Z and millennial consumers.
Centenary Collection Blends Heritage with Modernity
The collection featured reimagined versions of M&S staples, including the iconic ‘M&S suit’ and knitwear, but updated with exaggerated proportions, bright colours, and digital-friendly details. Designers collaborated with TikTok creators to ensure pieces were ‘camera-ready’, with many items designed specifically for short-form video content. According to M&S chief executive Stuart Machin, “We wanted to celebrate our past while embracing the future. This show is about showing that M&S can be both timeless and trendsetting.”
The show included 100 looks, one for each year of the company’s history, ranging from 1920s-inspired flapper dresses to futuristic streetwear. Notable pieces included a digitally printed dress featuring a QR code linking to a TikTok dance tutorial and a blazer with built-in LED lights for evening events.
Targeting a Younger Audience
The move is part of a broader strategy to rejuvenate the brand and appeal to shoppers under 35, a demographic that has increasingly turned to fast-fashion rivals like Shein and Zara. M&S reported that its social media engagement rose by 340% in the week following the show, with TikTok views exceeding 50 million. “This is a pivotal moment for M&S,” said fashion analyst Sarah Jones. “They’re leveraging nostalgia while tapping into the viral economy. It’s a risky but necessary pivot.”
The show also featured a partnership with TikTok’s ‘Shop’ feature, allowing viewers to purchase items directly from the livestream. Within 24 hours, 12% of the collection sold out, with the most popular item being a £45 ‘TikTok blazer’ that appeared in over 100,000 user-generated videos.
Industry Reactions and Future Plans
Critics have praised the collection for its creativity, though some question whether the strategy can sustain long-term interest. “The challenge will be converting viral moments into loyal customers,” noted retail expert James Thompson. M&S plans to release a ‘TikTok edit’ of the collection in stores next month, with prices ranging from £15 to £200. The company also announced a permanent ‘digital fashion’ line, with items updated monthly based on trending hashtags.
The show closed with a performance by a popular TikTok musician, and the final look was a dress made entirely of recycled plastic bottles, highlighting M&S’s sustainability commitments. Machin concluded, “We’re not just selling clothes; we’re selling a community. And this is just the beginning.”
