Marks and Spencer’s Autograph range, a fashion label championed by celebrities like Rosie Huntington-Whiteley, Alexa Chung, and Kate Middleton, is celebrating 25 years with a new collection. This milestone confirms Autograph as a leading brand for everyday essentials, successfully shedding M&S's previous reputation and proving itself to be ahead of the curve since its inception.

Launched in 2000, replacing the popular St Michael label, Autograph quickly gained traction by bringing in renowned designers such as Betty Jackson, Julien Macdonald, and Philip Treacy. This collaboration instantly established the brand, delivering style and sophistication to M&S customers through classic silhouettes, sharp tailoring, and core wardrobe staples. Its early campaigns even featured A-listers like model Rosie Huntington-Whiteley and actor Ryan Reynolds, a groundbreaking move for the High Street retailer.

Autograph has a history of pioneering design, including unveiling the UK’s first garment made from all-recycled wool in 2012, a trend rival brands are only now adopting. The label also created viral fashion moments, such as the suede midi skirt in 2015, which developed a 3,500-person waiting list after It Girl Alexa Chung wore it at New York Fashion Week. More recently, in 2020, Autograph received a royal seal of approval when Kate Middleton wore a £158 pink suit from the range during a visit to the London Ambulance Service in Croydon.

The new 25th-anniversary collection features a range of items, with some standout pieces including a gorgeous snakeprint jacket priced at £299 and matching trousers for £250, both predicted to sell out quickly. While some items are at a higher price point, many pieces in the collection are available for under £100. The collection emphasizes various textures, incorporating pure silk shirts, luxe cosy knits, and a palette featuring pops of cornflower blue alongside classic neutral shades, all designed to look sharp, on-trend, and premium. Autograph’s lingerie line also continues to be a hidden gem, offering intricate lace bodysuits for £26 and sumptuous satin chemises.

Among the top picks from the new collection are items like a Faux Fur Collared Longline Coat (£179), a Hair On Leather Animal Print Triangle Grab Bag (£100), a Pure Silk Organza Relaxed Utility Shirt (£95), a Leather Patent Crackle Longline Car Coat (£350), and a Pure Wool Relaxed Blazer (£130). Autograph's consistent innovation, celebrity endorsement, and ability to blend luxury with accessibility solidify its role as a key driver of Marks and Spencer’s continued success.