I took my daughter, 20, shopping at ‘fuddy duddy’ M&S – now she’s a convert
WHEN I was 20, in the 1990s, I liked to go shopping with my mother on Saturdays.
I dragged her around Miss Selfridges, Topshop and Warehouse, where she sat patiently while I tried on ra-ra skirts and spray-on bodycon dresses.
Our last port of call would always be the good old M&S, where my mother could have a cup of tea and buy something for herself, and we both went home happy.
At the time, M&S was quite shabby, and not somewhere I would shop at that age.
Rails of printed polyester dresses, boring knee-length skirts and dress shoes were not the look I was going for at the time.
It wasn’t until I was in my early thirties, after becoming a mother, that I changed my mind about M&S and I’ve been a huge fan ever since.
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Twenty years later, I – now the mother – am the one sitting outside the dressing rooms while my daughter, Frankie, 20, puts on a fashion show for me.
Frankie is currently studying Fashion Promotion and Communications at university. She likes stores like Stradivarius, Zara and Bershka.
And like me at her age, she would never think of shopping at M&S.
But should she?
This year the brand ranks third in the market for 16-30 year olds; last year it was number five.
And TikTok, Generation Z’s favorite social media platform, is full of accounts from young fashion influencers dedicated to the store.
“Honestly, I’m M&S’s biggest fan right now,” wrote fashion influencer Courtney.
Meanwhile, Harriet J shared her top picks and raved about how the brand was ‘coming through’, and 20-something Bethany beamed with joy as she tried on M&S jeans and sleeveless jumpers.
When M&S asked if I wanted to get a sneak peek of the spring/summer collection, I knew I had to get Frankie involved.
Of course, like most twenty-year-olds – even though she has a fashion director for a mother – she doesn’t want to shop where I shop.
“Mmmm, I’m not sure there’s anything for me in M&S, mum,” she said when I asked her to try on the collection.
After taking a sneak peek at the selection, I explained that floral print midi dresses, traditionally rolled out at M&S in the spring, have been banned.
This collection is all about cool, fitted silhouettes.
The design team has been on a mission to shake up the brand’s image.
Maddy Evans, director of M&S Womenswear, said the new collection aims to hit the sweet spot, appealing to women in their 70s and 50s and also attracting a younger audience.
I’m Gen X and Frankie’s Gen Z, you wouldn’t think one store would serve both of us.
But eventually she agreed to give the collection a chance.
This is how we proceeded.
TRADE ACCIDENTALLY
5
TRACEY SAYS: M&S has always been great in jeans, but its denim fashion offering is going from strength to strength.
I love these pleated front wide leg tailored jeans for summer because they feel dressier than Mom jeans and look great with this cropped jacket and ballet flats.
Beige jacket, £89; white top, £29.50; jeans, £45; bag, £35; shoes, €35
FRANKIE SAYS: I would never have said these cargo pants were from M&S.
This is the kind of style I’m looking for in Stradivarius. They are comfortable and cool. I also love this college crossbody bag.
Beige jacket €49.50; top, £9.50; cargo jeans, £45; bag, £25; trainers, €45
DESIGNER DUPE
5
TRACEY SAYS: This look is very Isabel Marant, but without the high price tag, so it’s right on my high street.
The beautiful blouse looks so designer and how nice is this cute canvas bag?
M&S bags have been trending on social media lately – with sales up 170 percent – because they’re SO GOOD right now.
White blouse, £45; trousers, £29.50; bag, £39.50; shoes, €35
FRANKIE SAYS: I love this one shoulder top. I would wear these on holiday with cut-off denim shorts or with these ecru jeans when I went to the pub with my friends.
I’m not convinced about the heels though! I’m more of a trainer’s girl.
Asymmetric top, £35; jeans, £39.50; heels, €39.50
COOL BLUE
5
TRACEY SAYS: Last summer, men’s boxer shorts for women were a viral trend and I think it will be the same this year.
This Oxford stripe co-ord set is such an easy workwear solution. I love an outfit that feels chic and comfortable at the same time. This is such a ‘me’ look.
Blue shirt, £49.50; shorts, £45; trainers, €25
FRANKIE SAYS: Late last summer I tried to get my hands on an embroidered waistcoat from Zara, but it remained sold out.
This one is really cute. When mum showed it to me I couldn’t believe it was from M&S.
I love this style of denim combat skirt, but it is way too long for me. I want my minis to really be mini!
Waistcoat, £39.50; top, £9.50; skirt, €35, sneakers, €35
NO SHORTAGE OF STYLE
5
TRACEY SAYS: This is my favorite look of both of us.
The high-cut neck and the slightly longer line of the waistcoat are completely trendy.
I would wear this as an alternative to a dress for a special occasion such as a summer wedding.
I think the price is also very reasonable. And I love Frankie in this cute combo set.
Waistcoat, £35; shorts, £25; bag, £49.50; shoes, €35
FRANKIE SAYS: I think this is my favorite too. I have this stuff from Zara and I wear it all the time.
You can also wear the top loose with jeans and the shorts with a crop top.
So three looks for the price of one, all for under £40, which is great if you’re a student like me.
Top, £19.50; shorts, £19.50; trainers, €35