Is it cool to wear M&S clothes now?

Image source, Carlo Paloni/Getty Images Image caption, M&S show during London Fashion Week September 2026

"I'm the first person to be like, 'It's from M&S, you need to get on to it,'" Farron Clark, a 26-year-old brand strategist tells me. She says it's officially cool to buy your clothes from the high street retailer now.

According to Clark and others on social media, Marks and Spencer is becoming the hot place to shop for women under 35, while also keeping its core older audience happy too.

"For a long time M&S had this fusty reputation - it was less valued by younger people," says Chioma Nnadi, head of editorial content at British Vogue, who tells the BBC there is now a "fresh energy around the brand".