Marks & Spencer doubles down on denim for SS26 after surge in sales

Marks & Spencer is putting a heavier focus on its women’s denim offer, as well as building momentum on men’s denim, following successful year-on-year growth for both.

The high street giant enters 2026 holding the number one position in women’s denim, having seen 7.9% year-on-year growth. It has reported a 9.5% increase in sales among 35-54 year-old women - outgrowing the market - while its men’s line now has a 12.1% share of the UK men’s denim market, having grown 6.1% year-on-year.

A dedicated denim campaign is now launching the spring 26 collections, as more customers turn to M&S for "style, quality and accessible price points", with the introduction of a new £20 entry price point now aiming to attract younger male customers.

‘Wide Leg’ and ‘Barrel’ fits now account for 65% of total womenswear denim sales. Since March 2025, M&S has sold 105,000 pairs of its ‘Barrel Leg’ jeans, and the retailer now has a market share of 18.2% in the women’s denim category – driving volume by refreshing customer favourites.

Over the past year, M&S has reduced ‘legacy lines’ by 40%, enabling the business to pivot into faster moving, trend aligned fits. The introduction of new fashion-led silhouettes - alongside a new pricing architecture where 40% of the SS26 women’s range sits at £30 or under – “will sharpen value and style perception further”.

New silhouettes include the ‘High Waisted Patch Pocket Flare’, the ‘High Waisted Crease Front Barrel Leg’, the ‘High Waisted Turn-up Wide Leg' and the 'Lyocell Blend Wide Palazzo Jean'.

For women, with sizes 6–24 and across up to five different leg lengths, the offer maintains Marks & Spencer's position as “a destination for inclusive and reliable denim”.

Maddy Evans, Director of M&S Woman, said: “We’re building on our market share leadership in women’s denim with new refreshed shapes that are modern, versatile and stylish.

“This season, we’ve strengthened our offer around the fits our customers are loving most, from new takes on ‘Wide Leg’ to updated ‘Barrel’ silhouettes. With 65% of sales now driven by these modern shapes, and 40% of our SS26 range coming in at £30 or under, we are continuing to stay ahead by staying close to our customers and what they want - modern fits and a consistent focus on value, quality and style.”

In menswear, M&S is sharpening its style credentials with a modernised proposition. The spring collection introduces straighter and more tailored shapes, complemented by a wider wash palette ranging from deep indigo to soft ecru. There’s also the £60 Autograph selvedge denim range, giving more discerning customer access to premium craftsmanship at a competitive price point.

Mitch Hughes, Director of Menswear at M&S, said: “Denim at M&S Man continues to gain momentum, and this season we’ve sharpened the offer with more modern, tailored shapes and clearer price points, including our new £20 tier, through to £60 Autograph Japanese Selvedge.

“Combined with an expanded wash palette including overshirts and an array of new denim fits our latest collection - backed by a bold campaign - positions M&S as a stronger, more relevant choice to help broaden our customer base.”

Marks & Spencer's kidswear denim is another growth area, supported by the retailer's One Year Kidswear Guarantee. The collection includes essential fits as well as style-led shapes, including ‘Carpenter’ and ‘Barrel Leg’ complemented by relaxed denim shirts, with prices starting from £10.

Each product has been designed for "durability, comfort and repeat wear", incorporating practical ‘grow with me’ design details such as reinforced seams and adjustable waists.