M&S puts big push behind menswear, Maro Itoje fronts campaign

By

Sandra Halliday

Published
Oct 1, 2021

As M&S continues to put major support behind the categories it thinks will be winners, and as the casualisation trend impacts menswear more than ever, the UK retail giant has launched a new campaign fronted by rugby star Maro Itoje.

He’s showcasing “a versatile range of stylish products with broad appeal across M&S Collection and Autograph”. The firm’s autumn ranges feature a number of “more relaxed silhouettes and stretch fabrics with smart separate options to cater for the continued shift towards smart/casual dressing”, and these are at the forefront of the new campaign.

He wears sizes from the retailer’s Big & Tall range with the company saying M&S Menswear continues to offer one of the most inclusive size ranges on the high street. Its Big & Tall offer goes up to 4XL.

The company also said Itoje is the “the perfect style hero for the M&S brand”. And it added that how it “shows up as a brand is crucial for its aim of being more relevant, more often and encouraging customers to shop more categories. Great brand partners play an important role in appealing to both new and existing customers and M&S continues with a range of partnerships including smaller, more informal collaborations with a diverse range of influencers”. 

Itoje is also a patron of the Black Curriculum, an organisation that aims to provide a sense of belonging and identity to UK youth by teaching an accessible arts-focused Black British history curriculum in schools. M&S also supports the initiative as one of its community & inclusion Sparks Charities and is boosting its contribution for the month of October.