Marks & Spencer launches Instagram channel dedicated to men’s style

Marks & Spencer has launched a new Instagram channel dedicated to men’s style called M&S Man, as it looks to build on its 10.4% market share of the UK menswear market.

According to data provided by M&S, the UK menswear market is currently worth £10.75 billion annually, and social media is “now the number one influence among men aged 18-34 buying clothing”.

M&S credits the ‘Autograph effect’ for driving growth among young customers, and it is now seeking to become “the authority in men’s fashion”.

The high street giant is also ramping up its menswear ambassador programme, with a mix of new and familiar faces showcasing the very best of men’s style at M&S.

Customers can also expect to see more social content from former ‘Made in Chelsea’ personality Spencer Matthews, who, along with former TOWIE star Mark Wright, has been helping to significantly raise the profile of M&S Autograph collections, as well as Vernon Kay, Olly Murs, Ian Wright and Melvin Odoom.

New faces will include former Love Island contestant Scott Thomas, and style influencers Stanley Dru, Tim Dessaint and Nathan Griffiths.

Mitch Hughes, Director of Menswear at M&S, said: “We are building our authority as a voice in men’s style and doubling down on our ambition to become the go-to fashion brand for men.

“Through M&S Man, and by partnering with some of the UK’s most stylish men, we’re broadening appeal and reaching a new generation of customers. All while continuing to deliver the exceptional quality, innovation and value that M&S is known for.”

Autograph has also been credited with broadening appeal and introducing new customers to M&S. In FY25, 52% of Autograph customers were new to the sub-brand, while 5% were new to M&S full stop. Also, 55% of all Autograph customers are under the age of 45 (versus 37% of total menswear customers).

Hughes added: "Autograph is a big part of our transformation journey, broadening our customer base by bringing new customers to M&S and strengthening our authority in men’s fashion.

“But it’s only part of the story, as right across menswear we’re introducing more style-led pieces, offering greater choice every month, and investing more deeply in the right sizes and our best-selling lines.”