M&S Icons launch feeds into pared-back trend, highlights retailer's confident comeback

M&S has introduced a new curation it says will help its customers “build a timeless wardrobe by getting behind its range of elevated staples with the launch of M&S Icons”.

This is a curated edit across womenswear and menswear of pieces “that form the foundations of any capsule wardrobe”. Each piece has been selected for its “versatility and timeless style – and can either be worn as separates, or used to anchor the season’s emerging colours, shapes, or fabrics”.

The edit will be available to shop throughout the year with pieces starting from £20. The launch will be supported in-store and online and through CRM, organic social and PR.

It’s a product approach that speaks of the confidence coming out of M&S at present after years of a stop-start turnaround (in which it often focused more heavily on newsworthy, trend-led items) that finally seems to be yielding results.

It also syncs with the trend for pared-back basics as the foundation of any wardrobe as can be seen from the fact that in womenswear, pieces include The Timeless Trench, The Autograph Blazer, The Wide-leg Jeans, The Autograph Tee, The Classic Bomber, and The Leather Trainers. In menswear, customers will find The Preppy Shirt, The Autograph Tee, The Waffle Knit, The Go-To Blazer and the Classic Jean.

The colour palette is equally restrained comprising navy, camel, and white, while “premium fabrics” such as responsibly sourced cotton, silk and pure wool mixes should have abroad appeal. M&S said “each piece has an elevated feel which can be relied upon season after season”.

Richard Price, Managing Director for Clothing & Home, said: “Now more than ever, our customers want clothes that are going to work hard for them and give them great cost per wear. Made well and made to last has long been part of our trusted value DNA and through M&S Icons, we’re showing up with confidence and getting behind the quality and timeless style of our clothing that we know our customers will want to wear time and time again.”