South Shore

M&S: Dress The Nation, the fantastic fashion design competition returns for a second series this autumn on ITV

31st July 2025

Returning by popular demand to ITV1 and ITVX this Autumn, the fashion series – which was watched by eight million last year – is back for another stylish season

Nine contestants compete over five 60-minute episodes to secure an exclusive mentorship with the UK’s favourite fashion retailer - M&S, as well as have their winning design sold at M&S

Marks & Spencer and ITV have announced the return of M&S: Dress The Nation, hosted by two of the UK’s favourite TV presenters, AJ Odudu and Vernon Kay. Returning to ITV1 and ITVX this Autumn, the fashion forward series – which was watched by eight million people last year – is back by popular demand, meaning fashion-lovers across the nation can tune in once again to find out what it takes to design stylish clothes for M&S.

The nationwide style search continues this season, as M&S looks for the UK’s very best emerging fashion designers. The new series focusses on womenswear and menswear, and documents the search process over the course of five 60-minute episodes, welcoming contestants from up and down the nation. Nine candidates, ranging from ages 22 to 59, will compete to secure an exclusive mentorship with M&S where they will work with some of the best in the industry across Design, Buying, Merchandising and Marketing. In addition, the talented winner will also have the exciting opportunity to see their design sold exclusively in selected M&S stores and online for the AW25 season.

The design challenge format was launched by M&S CEO, Stuart Machin, inspired by his love of fashion and passion for supporting people looking to start a career in retail no matter what their life experience or background. The series, created in partnership with ITV and South Shore productions, has once again opened the competition to individuals from all walks of life - formal qualification or training in fashion design is not essential. Instead, the nationwide talent search favours creative flair, a willingness to learn and a true passion for design. Throughout the process, the candidates will work individually, as well as in groups, to design and create garments that will be loved by the M&S customer where style, versatility and quality are key.

Maddy Evans, Head of M&S Woman and Mitch Hughes, Menswear Director return to the judging panel as they cast their expert eye over the designs, where they will also be joined by a host of M&S ambassadors and celebrity judges, as well as some of the UK’s leading fashion designers.

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“At M&S we’ve spent the last three years improving our womenswear and menswear to be more stylish, even better quality and great value. To do this, we have attracted some of the best fashion talent in the UK to join our team, as well as developing our own brilliant in-house talent. With Dress The Nation, I wanted to show what our M&S designers look for and what it takes to create desirable fashion, with the aim of inspiring more would-be designers to consider a career in this wonderful world of fashion, no matter what their background or formal qualifications.”

Stuart Machin, CEO of Marks & Spencer

“Winning Dress The Nation last year changed my life. I’ve always been passionate about designing clothing for the modern man, but being part of the Menswear team has been a massive eye opener into how the retail industry operates on a day-to-day basis. From speaking with suppliers to working closely with the merchandising and buying teams, the experience has helped me nurture my craft and opened up a realm of possibilities for the future. I can’t wait to see how the contestants get on this year.”

David Olaniyi won the series last year and has been working in the Menswear Design team at M&S since October

“Dress The Nation has heart, hustle, and enough fashion drama to keep you glued to the telly. It’s real people with proper talent, bringing their A-game. Last year’s winner was outrageously talented; proof that this show uncovers the kind of raw, brilliant creativity you don’t see every day. I’m chuffed to bits to be hosting for a second year running and proud to front something that champions fresh opportunities in fashion, a world that’s notoriously tough to break into.”

AJ Odudu

“Dress The Nation isn’t just about fashion — it’s about changing someone’s life forever whilst discovering more of their own confidence, creativity and talent. The level of skill this year is unreal which means the competition is ridiculously tough but seeing people shine doing what they love makes for proper feel-good telly.”

Vernon Kay

“We’re so excited to bring Dress The Nation back to ITV1 and ITVX for a second series. A series which celebrates real people with real talent. At its core, it’s about creativity and opportunity, opening up the fashion world to new voices and perspectives. Viewers really connected with that last year, and this new series promises to be even bigger, bolder and more inspiring.”

Katie Rawcliffe, Director of Entertainment & Daytime ITV

“I'm delighted that Dress The Nation is returning for another series. The programme shows the power of commercial collaboration through BE Studio, delivering Ad Funded Entertainment that resonates with ITV viewers and offers a unique way for M&S to connect with its audience.”

Bhavit Chandrani, Director of BE Studio at ITV

“Dress The Nation is a very special show – one that offers a genuinely life changing opportunity to the winning contestant. We’re thrilled to be working with M&S and ITV to offer nine more hopefuls the chance to break into fashion at Britain’s most trusted retailer.”

Melanie Leach, joint CEO, at South Shore

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