M&S CEO Stuart Machin on Fashion Turnaround

Marks & Spencer’s CEO Stuart Machin discusses the retailer’s fashion turnaround, its debut at London Fashion Week, and the steps being taken to modernise supply chains and attract younger shoppers. The company aims to balance heritage with contemporary style while addressing operational challenges.

By Felo News Desk · Published Fri, 18 Sep 2026 07:10:20 GMT

Marks & Spencer (M&S) is stepping onto the London Fashion Week runway this Friday, marking a pivotal moment in the retailer’s long‑term strategy to revitalize its fashion division. Under the leadership of CEO Stuart Machin, who took the helm in 2022, M&S has been re‑engineering product design, supply chain, marketing and retail experience to compete with fast‑fashion rivals while staying true to its heritage.

From Food to Fashion: A Dual Turnaround

While M&S’s food business has been a steady performer, the fashion arm has lagged behind. The company’s food stores have been modernised for years, with new store formats, improved sourcing and a stronger online presence. In contrast, fashion sales fell 7.7% to £3.9 billion in fiscal 2026, with adjusted operating profit down 55.4% to £213.4 million. The disparity is partly due to an outdated online supply chain and high technology costs that squeeze margins.

Machin credits the turnaround to a fresh product team, led by former Topshop director Maddy Evans, who now oversees all women’s categories, and John Lyttle, ex‑Boohoo chief executive, who joined as managing director of fashion, beauty and home. Together they are steering a comprehensive end‑to‑end reset of the fashion supply chain, partnering with Lichfield, a former Asos distributor, to improve fulfilment and launching a new returns centre to streamline processing.

London Fashion Week: A Show That Reflects the Brand

The see‑now, buy‑now show will showcase the Fall/Winter 2026 collection, featuring re‑imagined archival pieces and a diverse cast that mirrors M&S’s customer base. Half of the collection will be priced under £50, signalling a commitment to value. Machin has taken a hands‑on approach to the event, ensuring that attendees enjoy snacks, drinks and ample seating to avoid the “friction” he experienced at past shows.

“I want the London show to be comfortable, cool, but grounded,” Machin told reporters. He also emphasised the need to avoid being “too cool for school,” a lesson learned from the brand’s high‑profile Ibiza runway in 2026 that attracted a million YouTube viewers but faced criticism for its narrow model range.

Marketing, Influencers and Nostalgia

M&S is investing heavily in social media, collaborating with UK creators such as Melissa’s Wardrobe, Hollie Mercedes and Lucy Nicholls. The brand’s partnership with streetwear label Aries, launched in August, achieved a 55% sell‑through on day one. Employee‑generated content has also become a key driver, with product development director Kathryn Turner’s TikTok videos amassing over a million views and 2.2 million likes.

To appeal to both younger shoppers and long‑time customers, M&S revived its St Michael label and launched a collaboration with Aries that blends nostalgia with contemporary streetwear. The brand’s presence on international platforms like Nordstrom and Zalando’s Zeos is growing, but Machin sees this as a long‑term volume opportunity that requires deeper engagement with franchise partners.

Operational Challenges and Future Plans

Despite the marketing gains, operational hurdles remain. The fashion supply chain still struggles with multi‑parcel deliveries, and online participation is only 33% of the target. Machin notes that the company is working on new merchandise planning platforms and a more efficient fulfillment model that will reduce the need for multiple parcels per order.

Machin also highlighted the impact of a cyber‑attack last year that disrupted online orders and cost the company an estimated £300 million in lost profits. While technology investments have been made to prevent future breaches, the incident’s effects linger in the fashion division’s performance.

Looking ahead, Machin aims to balance the brand’s core staples—denim, leggings, affordable bras and men’s chinos—with fresh, trend‑led pieces that resonate with under‑35 shoppers. He believes that a stronger online presence, better inventory management and a more inclusive model roster will be key to capturing the 32 million M&S customers who currently shop primarily for food.

What’s Next for M&S Fashion?

As M&S prepares for its London Fashion Week debut, the company will continue to refine its supply chain, expand its digital footprint and deepen its partnerships with influencers and international retailers. The goal is to create a fashion experience that feels both familiar and fresh, ensuring that M&S remains relevant to a new generation of shoppers while retaining its loyal customer base.

Key facts

M&S’s fashion sales fell 7.7% in fiscal 2026, highlighting a need for supply‑chain overhaul
CEO Stuart Machin is steering a comprehensive product and marketing overhaul, led by former Topshop and Boohoo executives
The brand’s debut at London Fashion Week features a diverse cast and half the collection priced under £50
M&S is investing in influencer partnerships and reviving nostalgic labels to attract younger shoppers
Operational challenges like multi‑parcel deliveries and a cyber‑attack still weigh on the fashion division’s performance

Why it matters

M&S’s fashion revival signals a broader shift in the high‑street retail sector, showing how legacy brands can adapt to changing consumer expectations and digital disruption.