How M&S is going ‘faster-to-market’ with new trend-driven monthly drops

Marks & Spencer has launched a new monthly “faster to market” trend-led capsule programme under the name ‘The Love That Drop’.

From design to customer in the “quickest ever time”, each capsule will feature a 20-35 piece curated collection, including accessories and footwear, aligned with the latest catwalk looks and emerging style trends, underpinned by “designer-level details” at accessible price points.

The capsules will adopt an online-first approach, launching online and at selected M&S fashion hub stores in key city locations such as London, Manchester and Liverpool.

The debut capsule, ‘Sartorial Femme’, introduces sculptural tailoring, embossed textures, and directional silhouettes that define a modern, elevated aesthetic - with prices from £23.

The programme is in response to demand from customers for more frequent newness and greater trend credibility, with shoppers increasingly buying fashion pieces throughout the year rather than solely around traditional seasonal peaks.

Reducing the amount of time it takes to bring new fashion to market, from supplier to shop floor, is a key focus of the retailer’s fashion, home and beauty transformation as M&S “reshapes for growth”.

Behind the scenes, ‘The Love That Drop’ is the result of a more streamlined supplier model created specifically for the programme, working with a small number of strategic supply partners to deliver faster decision-making and shorter timelines from concept to launch, improved consistency in colour, fabric and fit, and order sheets turned around in as little as two weeks.

The programme will also promote improved margins through more agile sourcing, shorter timelines and simplified processes.

Maddy Evans, Director of M&S Woman, said: “The Love That Drop is a step forward in how we deliver modern, trend-led pieces for our customers. Each edit is tightly curated, outfit-driven, and designed to feel fresh, relevant, and fashion-forward while staying true to the quality and value customers expect from M&S.

“Behind the scenes, the programme helps us move from concept to customer at a faster pace to strengthen style perceptions, increase efficiency and drive online growth.”

Indeed, a key target in M&S’s transformation and omnichannel strategy is for online sales to make up 50% of its total fashion sales.

The launch of ‘The Love That Drop’ is supported by marketing activity spanning paid, organic, email and social channels.

The monthly capsule programme will run across March, April, May, June, August, October, November and December 2026.

Earlier this month, M&S announced it had appointed actress Gillian Anderson as its first-ever ‘Chief Compliments Officer’, a playful new role created as part of the retailer’s latest ‘Love That’ campaign.

It coincided with the launch of the retailer's new Spring 26 womenswear collection, celebrating the “power of compliments and the joy of fashion”.