Younger de­signs make their Marks

M&S’s new ‘make or break’ col­lec­tion

Daily Mirror - - THIS REBEL LIFE - BY AM­BER GRAAFLAND Fash­ion and Beauty Di­rec­tor a.graafland@mir­ror.co.uk

AF­TER a decade of poor cloth­ing sales, Marks & Spencer today un­veils its “make or break” new col­lec­tion.

Con­fi­dent and stylish, defin­ing the sea­son’s trends in an el­e­gant, wear­able way the bas­tion of the Bri­tish high street has a lot to be op­ti­mistic about.

And there’s a big em­pha­sis on younger and more af­ford­able styles. But will it be enough? New CEO Steve Rowe has a five-year plan that in­cludes the clo­sure of 30 UK stores and con­vert­ing 45 into Sim­ply Food-only.

Rowe has, how­ever, won back shop­pers aged 50 plus, and at­tracted a younger au­di­ence. Style di­rec­tor Belinda Earl said M&S had learned women don’t shop by age and has brought in younger de­sign­ers.

She said: “Women are no longer de­fined by tra­di­tional age bound­aries. What women want is age­less, time­less style.”

ON TREND Au­to­graph dress £79, shoes £25

STYLISH M&S Col­lec­tion dress, £45

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