Marks & Spencer (M&S) is targeting further growth in the U.K. denim market as it launches its Spring 2026 campaign.
The retailer has unveiled a refreshed denim assortment supported by a dedicated marketing push designed to strengthen its leadership in women’s denim while building on strong momentum in men’s.
Citing data from Worldpanel by Numerator, M&S says it has 18.2 percent of the women’s denim market share and 12.1 percent of men’s. With the women’s denim market share growing 7.9 percent year over year and men’s up 6.1 percent, M&S says it is well positioned to accelerate its leadership in one of its key growth categories.
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For women, this means doubling down on trend-forward styles and refreshing customer favorites to drive volume. Last year, M&S reduced its “legacy lines” by 40 percent to pivot into trendier fits faster.
“We’re building on our market share leadership in women’s denim with new refreshed shapes that are modern, versatile and stylish,” said Maddy Evans, M&S woman director.
New Spring 2026 silhouettes include the high waisted patch pocket flare, high waisted crease front barrel and the high waisted turnup wide leg. M&S is also lunching a wide palazzo fit made with a lyocell blend for movement.
Looser fits are driving women’s sales. The retailer’s the top three leg shapes are wide, relaxed (barrel, mom, boyfriend) and straight. Wide leg and barrel fits now account for 65 percent of total women’s denim sales. M&S has sold 105,000 pairs of barrel leg jeans since first introducing the shape in March 2025.
Beyond fits, M&S is addressing other purchasing considerations in denim, including pricing and sizing. To “sharpen value and style perception further,” M&S has introduced a new pricing structure that keeps 40 percent of its Spring 2026 denim at £30 or less. The retailer also aims to maintain its position as a destination for inclusive denim by offering sizes 6-24 and up to five different leg lengths.
M&S credits this combination of fits, pricing and sizing as a winning strategy to attracting a key demographic. Sales among 35-54-year-olds have increased 9.5 percent.
For men, M&S is focused on strengthening its relevance among younger consumers by introducing a new entry level £20 price point.
The spring collection offers straighter and more tailored shapes, complemented by a wider wash palette ranging from deep indigo to soft ecru. M&S said these updates reflect a category-wide shift to “smart casualwear.”
The collection also includes a £60 Autograph Selvedge Denim range, giving customers “access to premium craftsmanship at a market-leading price point.”
“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,” said Mitch Hughes, M&S director of menswear.
