Marks & Spencer has taken a significant leap in modernising its approach to men’s fashion by launching a dedicated Instagram channel, M&S Man. This move recognizes social media as the leading influence for young men aged 18–34 buying clothing, a finding reinforced by a recent retailer survey. By blending exclusive content, styling tips, and expanded ambassador collaboration, M&S aims to broaden its reach and cement its position as the go-to destination for men’s style in the UK.
Social Media: The Pulse of Men’s Style
M&S’s research reveals a striking trend: men aged 18–34 are now twice as likely to be swayed by fashion encountered on social platforms or through celebrity partnerships. With social media topping the list of influential sources, M&S Man is designed to tap directly into this cultural shift. The new channel will spotlight the latest collections, provide styling inspiration, and build a sense of community among style-curious men.
Mitch Hughes, Director of Menswear at M&S, affirms the brand’s vision: “We are building our authority as a voice in men’s style and doubling down on our ambition to become the go-to fashion brand for men. Through M&S Man and by partnering with some of the UK’s most stylish men, we’re broadening our appeal and reaching a new generation of customers.”
Hughes added: “Autograph is a big part of our transformation journey, broadening our customer base by bringing new customers to M&S and strengthening our authority in men’s fashion.”
Ambassadors Setting the Style Agenda
Central to the strategy is a sustained menswear ambassador programme. Existing collaborators—Spencer Matthews, Ian Wright, Vernon Kay, Olly Murs, and Melvin Odoom—will feature more prominently, bringing their individual flair to the channel. Joining them are new faces, including motivational speaker and former Love Island contestant Scott Thomas, plus style influencers Stanley Dru, Tim Dessaint, and Nathan Griffiths. Their curated content and relatable approach are set to amplify M&S’s style credentials, offering followers inspiration from some of the UK’s most fashionable personalities.
Expanding the Menswear Collection
M&S is also ramping up its style offering for the upcoming Autumn/Winter season. Shoppers can expect around 1,800 new menswear options launching each month, a boost of more than 200 compared to last year. This expansion ensures fresh, varied choices for everyday essentials, smart-casual ensembles, or statement pieces reflecting current trends and catering to diverse tastes.
Strengthening Market Share
Already holding a 10.4% share of the menswear market, M&S is leveraging the M&S Man Instagram channel to grow its influence further. By pairing expert advice with shoppable content and exclusive glimpses into new ranges, the retailer aims to build deeper connections with younger fashion-minded customers and strengthen its reputation for style and quality. The channel’s interactive features and authentic collaborations with brand ambassadors provide real-time inspiration, making designer looks and style tips more accessible than ever before. By regularly showcasing new arrivals and sharing behind-the-scenes content, M&S is creating a vibrant community where users are encouraged to engage, seek advice, and share their own fashion stories, reinforcing its status as a trusted authority in men’s fashion.
Looking Ahead
With M&S Man, the retailer acknowledges the changing fashion landscape and the power of social media in shaping attitudes and choices. Through authentic collaborations, diverse ambassadors, and a rapidly expanding range, M&S is positioning itself as a leading voice in British men’s style, set to inspire, inform, and connect with the next generation.
