M&S London Fashion Week Debut Marks 100 Years of Fashion With a See-Now-Buy-Now Strategy

Image: M&S. A see-now-buy-now test for M&S Fashion Held at London’s Design Museum on September 18, the show marked 100 years since M&S began selling clothing in 1926.

The company said its in-house teams built the collection from womenswear and menswear references in the M&S Archive, then made the assortment available immediately through M&S.com and selected flagship stores.

M&S lists 41 womenswear looks and 16 menswear looks, or 57 runway looks in total, while its customer-facing London Fashion Week page describes the show as featuring 59 looks. The release also says half of the collection is priced below £50, positioning the event around accessibility as well as fashion visibility.

Archive references move into a current retail offer The range revisits the tuxedo, white shirt, twinset, knitwear, tailoring, outerwear and vintage floral prints. M&S says the archive, which holds more than 72,000 historical items, informed updated cuts and proportions rather than direct reproductions…