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Nigel TAYLOR Published
March 26, 2025
M&S will be launching a TV programme early this autumn, searching nationwide for its next in-house fashion designer.
In conjunction with ITV1 and ITVX, the UK retail giant will host the competitive series ‘M&S: Dress The Nation’. The successful candidate will secure “a life-changing job as a junior designer at M&S”.
It’s a big move by the business that hasn’t done this kind of thing before.
Hosted by TV presenters AJ Odudu and Vernon Kay, the series will document the search process from start to finish, over the course of six episodes.
Ten candidates “will compete to secure a highly coveted in-house design role working alongside some of the best designers in the industry” in London.
M&S said a formal qualification or training in fashion design isn’t essential… “what’s more important is creative flair, a willingness to learn and a passion for design”, it said.
Over the course of the recruitment process, the candidates will be set a series of briefs which will assess their design, problem-solving, commerciality and collaboration skills.
Each brief “will be reflective of M&S’ design and product development process – from gathering insights to identifying key product trends to designing and developing original products”.
Candidates will work out of a purpose-built design studio for the duration of the competition and work individually, as well as in groups, “to design & create garments that will resonate with the M&S customer who is seeking style, versatility, value, and quality in their clothing choices”.
Each week a judging panel – made up of senior leaders at M&S alongside a rotation of celebrity guests and designers – will select those who will move forward to the next round.
Anna Braithwaite, M&S Marketing Director – Clothing & Home, said: “The UK has some of the best emerging design talent in the world and we want to meet them. We’re on the look-out for the next generation of designers who can be part of our journey to evolve M&S’ style credentials and design original products that not only appeals to our existing customers but also turns the heads of customers who may not have previously considered us.
“We know customers loved the behind-the-scenes look at how we deliver Christmas for our customers, so we’re very excited to lift the lid on our Clothing & Home design process for the first time with this brand-new show format.”
The programme's format has become a popular one in the UK that has covered many amateur skills such as clothes making, pottery, carpentry and interior design, so the exposure to an already-high-flying M&S can only boost interest from fashion fans, a key ingredient to its retail success.