Marks & Spencer and ITV have announced the return of M&S: Dress The Nation, hosted by two of the UK’s favourite TV presenters, AJ Odudu and Vernon Kay. Returning to ITV1 and ITVX this Autumn, the fashion forward series – which was watched by eight million people last year – is back by popular demand, meaning fashion-lovers across the nation can tune in once again to find out what it takes to design at M&S.
The new series focusses on womenswear and menswear design and documents M&S’ search for the very best emerging fashion designer over the course of five 60-minute episodes, welcoming contestants from up and down the country.
Nine candidates, ranging from ages 22 to 59, will compete to secure an exclusive mentorship with M&S where they will work with some of the best in the industry across Design, Buying, Merchandising and Marketing. In addition, the talented winner will also have the exciting opportunity to see their design sold exclusively in selected M&S stores and online for the AW25 season.
The design challenge format was launched by M&S CEO, Stuart Machin, inspired by his love of fashion and passion for supporting people looking to start a career in retail no matter what their life experience or background. The series, created in partnership with ITV and South Shore productions, has once again opened the competition to individuals from all walks of life – where formal qualification or training in fashion design is not essential. Instead, the nationwide talent search favours creative flair, a willingness to learn and a true passion for design. Throughout the process, the candidates will work individually, as well as in groups, to design and create garments that will be loved by the M&S customer where style, versatility and quality are key.
Gracing our screens with high hopes of embarking on a shining trajectory in fashion, the line-up showcases a diverse group of rising talent across different backgrounds and skill sets. The group of budding designers includes a copywriter, retail assistants, a teacher and an anti-social behaviour officer, all pinning their hopes on securing the prize of a lifetime.
Maddy Evans, director of M&S Woman, Lisa Illis, head of womenswear Ddesign, and Mitch Hughes, menswear director, return to the judging panel for the new series, as they cast their expert eye over the designs. They’ll also be joined by a host of M&S ambassadors and a star-studded lineup of celebrity judges, as well as some of the UK’s leading fashion designers. Each week will also welcome groups of real customers giving real feedback, to help guide the judges towards the ultimate winner.
Throughout the series, viewers can expect to see the hosts and judging panel wearing the best of new season M&S fashion. From sharp tailoring to statement co-ords and stylish layering, audiences will get a flavour of what’s to come this Autumn at M&S.
The coming season is set to be M&S Fashion, Home & Beauty’s most exciting and style-led yet! The return of M&S: Dress The Nation follows the launch of weekly YouTube shoppable style series, Love That. Fronted by celebrity fashion stylist and entrepreneur Melissa Holdbrook-Akposoe (@melissaswardobe) and radio favourites Jordan North, Sian Welby and Chris Stark, each digital episode explores the latest must-have pieces from M&S and reached over one million viewers in just 24 hours!
Additionally, M&S Man launched last week on Instagram, through a series of viral posts, directing customers to the brand-new page. M&S Man lets followers access modern menswear content, styling tips, exclusive drops, competitions and behind-the-scenes stories and is one of the fastest growing style accounts, achieving over 20,000 followers in just five days!
Sharry Cramond, M&S fashion, home & beauty marketing sirector, said: “After the incredible response to Series 1, with EIGHT MILLION viewers, we knew we had something special on our hands. This series takes it up another level – more fashion, more creativity, more amazing energy. Dress The Nation gives viewers an exclusive insight into the energy, creativity and passion embedded within the M&S brand, and a glimpse of how we create the magic, that our customers can’t get enough of!
At the centre of it all is our incredible designers, who each week delivered fresh and exciting design skills, reflecting the incredible emerging talent we’re seeing across the UK. We were thrilled to join forces again with ITV and South Shore, and we are incredibly proud and excited to launch series two.”
AJ Odudu said: “Dress The Nation has heart, hustle, and enough fashion drama to keep you glued to the telly. It’s real people with proper talent, bringing their A-game. Last year’s winner was outrageously talented; proof that this show uncovers the kind of raw, brilliant creativity you don’t see every day. I’m chuffed to bits to be hosting for a second year running and proud to front something that champions fresh opportunities in fashion, a world that’s notoriously tough to break into.”
Vernon Kay said: “Dress The Nation isn’t just about fashion — it’s about changing someone’s life forever whilst discovering more of their own confidence, creativity and talent. The level of skill this year is unreal which means the competition is ridiculously tough but seeing people shine doing what they love makes for proper feel-good telly.”
The new series of M&S: Dress The Nation will air on 14th September at 6.55pm on ITV1, ITVX, STV and STV Player.
