Marks and Spencer's Autograph range, an unsung hero within the High Street giant, is celebrating 25 years with the launch of a new collection. This milestone reaffirms its status as a go-to brand for everyday essentials, championed by fashion icons such as Rosie Huntington-Whiteley, Alexa Chung, and even Kate Middleton.

While some statement pieces in the new collection, like a striking snakeprint jacket priced at £299 with matching £250 trousers, may come with a premium tag, most items are designed to be accessible, costing under £100. The collection features a rich array of textures, including luxurious pure silk shirts, cozy knitwear, and a palette that spans classic neutral shades punctuated by pops of cornflower blue. Each garment is crafted to offer a sharp, on-trend, and distinctly premium feel.

Beyond its main apparel, Autograph's lingerie line has long been regarded as a hidden gem, offering intricate lace bodysuits for £26 and sumptuous satin chemises, further cementing the brand's appeal. Autograph is widely credited with helping Marks and Spencer shed its traditional image, successfully modernizing the brand's perception among consumers.

Launched in 2000 as a successor to the beloved St Michael label, Autograph immediately made an impact by collaborating with renowned designers such as Betty Jackson, Julien Macdonald, and Philip Treacy. This strategic move infused M&S with a new level of style and sophistication, delivering classic silhouettes, sharp tailoring, and essential wardrobe staples. Its early campaigns notably featured A-listers like model Rosie Huntington-Whiteley and actor Ryan Reynolds, a groundbreaking approach for the retailer.

The brand has a history of pioneering innovations, including unveiling the UK’s first garment made from all-recycled wool in 2012, setting a trend that many rival brands are only now adopting. A pivotal moment came in 2015 when an Autograph suede midi skirt became a viral sensation after Alexa Chung wore it at New York Fashion Week, leading to an astonishing 3,500-person waiting list even before the garment reached stores. The brand also received royal endorsement in 2020 when Kate Middleton was seen wearing a £158 pink Autograph suit during a visit to the London Ambulance Service in Croydon.

Among the highlighted pieces from the latest collection are a Faux Fur Collared Longline Coat at £179, a Hair On Leather Animal Print Triangle Grab Bag for £100, a Pure Silk Organza Relaxed Utility Shirt at £95, a Leather Patent Crackle Longline Car Coat priced at £350, and a Pure Wool Relaxed Blazer for £130. As Autograph marks 25 years, it continues to prove itself as a crucial element in Marks and Spencer’s ongoing success story.