Marks & Spencer joins the London Collections: Men

The menswear feast known as the London Collections: Men is set to take place June 15-18, and Marks & Spencer will be part of the festivities for the first time.

During a three-hour static show, the brand will present a Spring/Summer 2014 menswear collection at the Hospital Club in the city’s famous Covent Garden area.

The involvement in the high fashion event is part of a concerted effort to ramp up the style quotient at the brand. Last month newly appointed style director Belinda Earl showed her debut collection for the brand, which has struggled to balance the challenge of attracting younger customers while also pleasing its traditional fans. « Our core customer is 45 and over and they are incredibly important to us, but we’re now targeting a 30+ customer too, » Earl told Vogue last month. 

M&S isn’t the only highstreet name at LC:M, as usual Topman will also be showing off their Topman Design collection in the Topman event space on Sunday, June 16. 

jt