M&S: Dress The Nation returns to ITV with AJ Odudu and Vernon Kay to showcase emerging fashion talent

M&S: Dress The Nation returns to ITV with AJ Odudu and Vernon Kay to showcase emerging fashion talent

(IN BRIEF) Marks & Spencer and ITV have announced the return of M&S: Dress The Nation, the popular fashion competition that drew eight million viewers in its first season. Hosted by AJ Odudu and Vernon Kay, the show will see nine contestants compete across five episodes for a mentorship with M&S and the opportunity to have their design sold in-store and online. Judges include M&S directors Maddy Evans, Lisa Illis and Mitch Hughes, alongside celebrity guests and real M&S customers. The new series launches 14 September on ITV1, ITVX, STV and STV Player, coinciding with the retailer’s digital fashion growth through its Love That YouTube series and M&S Man Instagram platform. The competition highlights M&S’s commitment to nurturing emerging talent while showcasing its latest style-led and sustainability-driven fashion direction.

(PRESS RELEASE) LONDON, 6-Sep-2025 — /EuropaWire/ — Marks & Spencer and ITV have confirmed the highly anticipated return of M&S: Dress The Nation, hosted once again by AJ Odudu and Vernon Kay, after the debut season drew in more than eight million viewers. The second series premieres on 14 September at 6:55pm on ITV1, ITVX, STV and STV Player, promising more drama, creativity, and opportunity for aspiring designers.

This season, nine contestants from across the UK, aged between 22 and 59, will battle it out across five hour-long episodes for a life-changing prize: an exclusive mentorship with M&S across Design, Buying, Merchandising, and Marketing, and the chance to see their winning design sold both in-store and online for the Autumn/Winter 2025 collection.

Conceived by M&S CEO Stuart Machin to champion creative potential regardless of background or formal training, the series provides a platform for self-taught designers and career changers alike. Contestants – from teachers to retail assistants – will showcase their originality in challenges judged by Maddy Evans (Director of M&S Woman), Lisa Illis (Head of Womenswear Design), and Mitch Hughes (Menswear Director), alongside leading fashion designers, M&S ambassadors, celebrity guests, and even panels of real M&S customers.

AJ Odudu described the show as “heart, hustle, and proper fashion drama”, while Vernon Kay noted that it is “not just about fashion – it’s about life-changing opportunity and building confidence.”

The new season arrives as M&S strengthens its digital and style presence. Following the success of its Love That weekly shoppable YouTube series, fronted by Melissa Holdbrook-Akposoe, Jordan North, Sian Welby and Chris Stark, and the rapid rise of M&S Man on Instagram – gaining over 20,000 followers within five days of launch – the company is demonstrating its growing influence in both traditional and digital media.

Sharry Cramond, M&S Fashion, Home & Beauty Marketing Director, said: “After the incredible reaction to Series One, we knew we had something extraordinary. Series Two brings even more energy, creativity, and behind-the-scenes insight into how M&S creates fashion customers love. It’s a true celebration of emerging talent and the unique passion driving our brand.”

In addition to fashion, M&S continues to highlight its sustainability agenda, ensuring that all cotton used is responsibly sourced, cashmere is certified by the Sustainable Fibre Alliance, and leather products are accredited by the Leather Working Group. Through its Another Life initiative, the retailer also promotes rewear, repair, recycle, and resale as part of its broader Plan A sustainability strategy.

Notes to Editor

This series is devised and produced by ITV backed South Shore Productions and comes via BE Studio from ITV, a full-service creative studio producing Ad Funded Entertainment (AFE). BE Studio helps brands build emotional connections with ITV’s audience through the co-creation of entirely new formats, which includes successful M&S partnership Cooking with the Stars and new series Tom Kerridge Cooks.

Our Approach to Sustainability

• At M&S, quality and trusted value underpin everything we do. Our clothes are made well and made to last.
• For every M&S product, our clear goal is to only use responsibly sourced raw materials – including those that derive from animals.
• We ensure that 100% of the cotton in M&S clothing is responsibly sourced through the Better Cotton Initiative or with organic and recycled certifications. Our Responsible Cotton Sourcing Policy, excludes sourcing cotton from Xianjiang, Uzbekistan or Turkmenistan.
• 100% of the cashmere that we used in our pure cashmere products is certified by the Sustainable Fibre Alliance.
• 100% of the leather in our ladies footwear & accessories, men’s footwear and furniture is certified by the Leather Working Group.
• Another Life is how we activate our Plan A strategy in Fashion, Home & Beauty. It brings together our approach to circularity into one place with a focus on the four R’s; Rewear, Repair, Recycle and Resale.
• We were the first retailer to transparently publish details of the 500+ factories that make M&S clothing on our interactive supplier map, which includes the factory location, name, number of workers and gender split.
• Ethical trading is core to how we do business and our Global Sourcing Principles set out our minimum global supplier ethical and environmental standards. These Principles are reviewed regularly – in partnership with our supplier partners and external organisations – to ensure they are fit for purpose and up to date.
• Sustainability now runs through all our strategic priorities to provide the foundation for our plans to reshape M&S for growth that is sustainable in every sense. Our 24/25 ESG report is available to view here.

Media Contact:

Emily.Hart-Emily.Hart@marks-and-spencer.com

Corporate.Press@marks-and-spencer.com
Telephone: 020 7935 4422

SOURCE: Marks and Spencer