In the 2000s M&S launched several new brands, and the St Michael brand (created by Simon Marks in 1928) was phased out.
In-house M&S womenswear brand per una continues to be popular; when first launched it outsold all other M&S fashion ranges. per una clothing is described as “easy-to-wear cuts, comfortable fabrics and standout prints”.
Autograph, Blue Harbour, Collezione, Indigo, Limited and Classic all followed - each range had a target market and its own distinct branding.
Autograph was originally designed as a small, capsule collection with statement pieces, in women’s and menswear ranges. Short product runs and quick turnaround meant that the pieces always felt fresh and created a sense of exclusivity, and use of supermodels in early advertising campaigns helped to present an ultra-stylish image.
The current Autograph range is described as “on-trend separates and statement knits… quality capsule styles crafted in premium fabrics like lightweight linen, pure silk and soft cashmere.”
