It’s not just any autumn collection: Our expert on M&S

The new M&S autumn/ winter collection is always a big event on every fashion editor’s calendar. It’s been famous for selling out much hyped items in the past – such as that pink coat back in 2013. There was a waiting list ... it was that popular.

But much like the rest of us through lockdown, M&S has had a rethink, and they’ve honed both the in-store and online offerings to meet customer demands. For example, it aims to be the first high street store to introduce same-day deliveries and they have also introduced new brands such as Jaeger, Nobody’s Child, Hobbs, and Joules, to help drive shoppers to its website. In-store, its hugely successful collaborations with Ghost tapped into the on-going trend for day dresses.

While M&S’S food sales have recently picked up, its fashion sales have remained in the doldrums, with some accusing the retailer of selling clothes that are boring or outdated.

But the high street giant insists its latest collection takes customers’ lifestyles into consideration, rather than just focussing on fleeting trends.

Jill Stanton, womens, kids and beauty director, says: “We’re reshaping the future of M&S Clothing with relevant products for how our customers are living and working, offering everyday style, versatile wardrobes, and sustainably sourced items. This collection focuses on items which are made to last, as our customers are buying smarter and investing in pieces that can transition throughout the season.

“In store, the rails of black trousers have gone, and there’s a reduced but more focused collection.

“We are constantly working on making our customers’ lives easier. We have launched The Edit, which has been designed to be styled together and makes creating outfits really easy.”

In a bid to add a more personal touch, there will be a dedicated team of stylists online and in-store to offer up advice on ways to wear the new collection.

First up you’ll notice lots of colour. Loungewear is bright – think emerald green joggers and hooded sweatshirts and not a whiff of neutral grey. Knitwear got the bright treatment, too – in orange, but if that’s not your thing, there were textured knits in cream too, which layer beautifully with cords and a shacket – a cross between a shirt and a jacket.

The focus is on comfort and fabrics which feel good, and items that will work with what you already own. Even lingerie is soft, with bralettes now available up to larger sizes.

There’s plenty of choice when it comes to reasonably priced coats. The khaki “onion” quilted coat is designed to be a modern classic rather than a one-season-wonder, and the fringed checked coat is great.

Long-sleeved dresses were key again and can be layered with knits and coats.

Denim is key – with new shapes such as wide-legged and tapered styles being introduced alongside the forever popular skinnies.

The Isabel Marant style blouse is an absolute winner too and was the fashionistas’ favourite.

This collection was well received by the press, and celebrities alike – Holly Willoughby was spotted browsing the rails.

Now all that remains to be seen is whether you, the customer, loves it too.