Free learning resources from arts, cultural and heritage organisations.

In-House Brands

In the 2000s M&S launched several new brands, and the St Michael brand (created by Simon Marks in 1928) was phased out.

 

per una clothing in store at M&S Abbeycentre, Newton Abbey 2006
M&S Abbeycentre, Newton Abbey

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.”

 

Pink M&S per una handbag from 2005
M&S per una Handbag

 

On Your Marks M&S staff magazine article on launch of Autograph in February 2000
M&S Staff Magazine Feb 2000

 

Grey M&S Autograph coat from 2006 with black belt and buttons
Grey M&S Autograph Coat

Brands at M&S

In 2021 Brands at M&S launched. Popular clothing brands are now sold alongside the M&S in-house brands per una, Autograph, GoodMove and M&S Sartorial (men’s suits). The purchase of Jaeger in 2020 also added this high-end luxury brand to the M&S offer. External brands continue to be added online, and selected brands are also sold in larger M&S stores too.  In 2025 there were over 100 brands available at M&S.