This Monday saw quintessential British brand M&S debut at London Fashion Week. There was no loud catwalk show though; instead lucky editors, celebs, stylists and bloggers were invited to view the Best of British collection over breakfast at Somerset House as models lounged on an artfully simple set. How very lovely and relaxed.
Best of British is a heritage-based label now in it's third season. All the fabrics, materials and manufacturing are sourced in the UK, in fact the design studio is in Shoreditch. The collection has been developed in collaboration with the British Fashion Council's positive fashion initiative, for which M&S is now the lead partner. The goals of the positive fashion initiative are to celebrate British fashion, nuture home-grown talent and promote sustainability.
The AW14 collection features some enviable coats and I can guarantee the ice blue duffel coat (pictured above) is the IT coat of next season and will be sold out within hours of going online in August this year. As for the white brogues; take another look at the picture above, in particular the models' feet... do you see them? They are outstanding wear with everything shoes and are already sold out online in all sizes except 3 and 4 (restock them pleeeeeeease).
In another exciting turn of events M&S has launched a new website platform (replacing the Amazon platform they've used since 2007) to coincide with their LFW debut. It's been three years in the making and honestly, it's marvelous. The product pictures are 50% larger than previously shown, they feature zoom, catwalk and model shots as well as 360º video imagery. The new site also incorporates an editorial hub called Style & Living where you can read editor's picks, see outfit ideas and browse current trends; it is a delightful retail experience.
It's clear M&S is a British brand on the up and if you want a piece of them you're going to have to be quick. The SS14 Best of British collection is available online and in stores now, I recommend the fuschia silk blouse and cream leather A-line skirt, to be worn with the brogues that are already sold out of course. I hope you don't miss out.