M&S is doubling down on its market lead in women’s denim and momentum in men’s denim with a dedicated campaign to launch its Spring 26 collections.
M&S enters 2026 holding the leading position in women’s denim and a growing market share in men’s denim as more customers turn to M&S for style, quality and accessible price points.
With the denim market in growth – +7.9% vs LY (WW), +6.1% vs LY (MW) – M&S is well placed to accelerate its leadership in one of its key growth categories.
A confident women’s proposition
The Spring 26 womenswear offer reflects M&S’s category strength in fit and breadth. Already the UK’s leading retailer in women’s denim, with a market share of 18.2%, M&S is doubling down on trend led newness while refreshing customer favourites to drive volume.
Over the past year, M&S has reduced legacy lines by 40%, enabling the business to pivot into faster moving, trend aligned fits. The introduction of new fashion led silhouettes – alongside a new pricing architecture where 40% of the SS26 range sits at £30 or under – will sharpen value and style perception further.
New silhouettes include the High Waisted Patch Pocket Flare, sitting alongside updated customer favourites, such as the Barrel – including the new High Waisted Crease Front Barrel Leg, High Waisted Turnup Wide Leg and Lyocell™ Blend Wide Palazzo fits. Wide Leg and Barrel fits now account for 65% of total womenswear denim sales. M&S has sold 105,000 pairs of Barrel Leg Jeans since first introducing the shape in March 2025.
With sizes 6–24 and across up to five different leg lengths, the offer maintains M&S’ position as a destination for inclusive and reliable denim. The breadth of trend-aligned shapes and sizing mix is playing a key role in attracting a younger shopper – sales among the 35–54-year-old customer have increased by +9.5%, with M&S outgrowing the wider denim market.
Maddy Evans, sirector – M&S Woman, said: “We’re building on our market share leadership in women’s denim with new refreshed shapes that are modern, versatile and stylish. This season, we’ve strengthened our offer around the fits our customers are loving most, from new takes on Wide Leg to updated Barrel silhouettes. With 65% of sales now driven by these modern shapes, and 40% of our SS26 range coming in at £30 or under, we are continuing to stay ahead by staying close to our customers and what they want – modern fits and a consistent focus on value, quality and style. ”
Momentum building in men’s denim
In menswear, M&S is sharpening its style credentials with a modernised proposition. The Spring collection introduces straighter and more tailored shapes, complemented by a wider wash palette ranging from deep indigo to soft ecru. These updates reflect a category-wide shift towards smart casualwear.
With a 12.1% share of the men’s denim market, M&S aims to further strengthen its relevance among younger male shoppers who are seeking style, dependable quality and great value. The introduction of a new £20 price point broadens entry-level accessibility while the £60 Autograph Selvedge Denim range gives customers access to premium craftsmanship at a market-leading price point.
Mitch Hughes, director of menswear at M&S, said: “Menswear denim at M&S continues to gain momentum, and this season we’ve sharpened the offer with more modern, tailored shapes and clearer entry price points, including our new £20 tier. Combined with an expanded wash palette, our latest collection, backed by a bold campaign, positions M&S as a stronger, more relevant choice to help broaden our customer base to include younger men.”
Kidswear denim: durable, great value and backed by the Kidswear Guarantee
The Spring 26 kidswear denim range has been designed to offer reliable, everyday value for families, supported by M&S’s One Year Kidswear Guarantee. The collection includes essential fits as well as style-led shapes, including carpenter and barrelleg complemented by relaxed denim shirts, with prices starting from £10. Each product has been designed for durability, comfort and repeat wear, incorporating practical ‘grow with me’ design details such as reinforced seams and adjustable waists.
