British high street retailer M&S has announced a collaboration with television network ITV to launch a nationwide search for its next top fashion designer. The upcoming six-part series, titled ‘M&S: Dress The Nation,’ is set to premiere on ITV1 and ITVX in early autumn. Hosted by AJ Odudu and Vernon Kay, the show will follow the journey of 10 candidates vying for an in-house design role as a junior designer at M&S's headquarters in Paddington, London.
The retailer emphasizes that formal qualifications in fashion design are not a prerequisite for applicants. Instead, M&S is seeking individuals with creative flair, a passion for design, and a willingness to learn. The aim is to showcase emerging design talent from diverse backgrounds and foster innovation within the brand.
Anna Braithwaite, M&S's marketing director for clothing and home, expressed excitement about the opportunity to engage with aspiring designers. She highlighted the show as a platform to evolve M&S's style offerings and create original products that resonate with a wider audience.
During the competition, candidates will work in a dedicated design studio, tackling various design challenges to demonstrate their skills in problem-solving, commerciality, and collaboration. Each task will mirror M&S's design and product development processes, from trend analysis to product creation.
A panel of M&S senior leaders, along with celebrity guests and designers, will evaluate the contestants' work each week and determine who progresses to the next round. The winning designer will have the chance to collaborate with industry experts and contribute to designing collections for M&S customers.
Katie Rawcliffe, head of entertainment commissioning at ITV, highlighted the unique opportunity presented by 'M&S: Dress The Nation' for a member of the public to realize their fashion design aspirations. The series marks a continuation of the successful partnership between ITV and M&S, known for their collaborative food content.
Produced by BE Studio from ITV, the show represents a foray into Ad Funded Entertainment (AFE) and promises a fast-paced, creative, and engaging exploration of the fashion design process at M&S.
