M&S enters 2026 maintaining the leading position in women's denim and growing market share in men's denim as more customers turn to M&S for style, quality and affordable prices.
M&S is strengthening its dominance in women's denim and gaining momentum in men's with its Spring 26 campaign. With an 18.2 percent share of women's denim, it is expanding trend-led fits, reducing legacy lines by 40 percent and introducing modern silhouettes with larger sizes. Updated men's smart-casual shapes and broader washes aim to attract younger shoppers and drive higher volumes.
With the denim market growing – +7.9% vs LY (WW), +6.1% vs LY (MW) – M&S is well positioned to accelerate its leadership in one of its key growth categories.
A proposal from a confident woman
The Spring 26 womenswear offering reflects M&S's category strength in fit and spaciousness. M&S, already the UK's leading women's denim retailer with an 18.2% market share, is doubling down on trend-driven new arrivals while updating customer favorites to drive volume.
Over the past year, M&S has reduced legacy lines by 40%, allowing the business to pivot towards faster, trend-aligned adjustments. The introduction of new fashion-driven silhouettes, along with a new pricing architecture where 40% of the SS26 range costs £30 ($40.92) or less, will further sharpen the perception of value and style.
New silhouettes include the high-rise flared style with patch pocket, along with updated customer favorites such as the Barrel style, which includes new wide-leg fits with a high hem and high waist and wide palazzo fits in a Lyocell blend. Wide Leg and Barrel fits now account for 65% of total women's clothing denim sales. M&S has sold 105,000 pairs of Barrel Leg jeans since it first introduced the shape in March 2025.
Offering sizes 6 to 24 and up to five different leg lengths, the offering maintains M&S's position as a destination for inclusive and trusted denim. The variety of shapes and sizes aligned with trends is playing a key role in attracting a younger shopper: sales among customers aged 35-54 have increased by +9.5%, and M&S has outperformed the overall denim market.
Maddy Evans, Director – M&S Womansaid: “We are building on our market share leadership in women's denim with new refreshed shapes that are modern, versatile and stylish. This season, we have strengthened our offering around the fits our customers love most, from new wide-leg versions to updated Barrel silhouettes. With 65% of sales now driven by these modern shapes, and 40% of our SS26 range priced at £30 or less, we continue to stay ahead by staying close to our customers and what they want: modern”. fits and a constant focus on value, quality and style.”
Building momentum in men's denim
In menswear, M&S is honing its style credentials with a modernized proposition. The spring collection features straighter, more tailored shapes, complemented by a broader palette of washes that range from deep indigo to soft ecru. These updates reflect a category-wide shift toward smart casual wear.
With a 12.1% share of the men's denim market, M&S aims to further strengthen its relevance among younger male shoppers looking for style, reliable quality and great value. The introduction of a new £20 price point expands entry-level accessibility, while the £60 Autograph Selvedge Denim range gives customers access to premium craftsmanship at a market-leading price.
Mitch Hughes, M&S menswear director, said: “Denim at M&S Man continues to gain momentum, and this season we've refined the offering with more modern, tailored shapes and clearer pricing, including our new £20 ($27.28) up to £60 Autograph Japanese Selvedge tier.”
“Combined with an expanded wash palette including overshirts and a range of new denim suits from our latest collection, backed by a bold campaign, it positions M&S as a stronger, more relevant option to help expand our customer base.”
Denim for children's clothing: durable, great value and backed by the Children's Clothing Guarantee
The Spring 26 children's denim range has been designed to offer reliable, everyday value for families, backed by M&S's one-year children's clothing guarantee. The collection includes essential cuts as well as statement-making shapes, including carpenter and barrel complemented by loose-fitting 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.
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Fiber2Fashion News Desk (RM)
