Marks and Spencer are now the Official Tailor of the England Senior Women’s Team. The partnership builds upon the retailer’s longstanding relationship with The Football Association, dating back to 2007 when M&S became the Official Suit Supplier to the England Senior Men’s Team.
The Womenswear collection sees an in-house designed range of versatile, re-imagined tailoring pieces, that will be worn by the England women’s team in the tournament and in their official England team shot. The collection allows M&S to hero the sport itself as well as what the players and the concept of women’s football stands for and is a celebration of individuality, made to be effortlessly mixed and matched for work, play and everything in between.
We’re incredibly excited and honoured to be dressing the talented and inspiring England Women’s Team on their journey to this year’s most talked about tournament. We wanted to ensure the collection delivered on style and versatility, creating timeless pieces with individual styling was at the forefront of our minds and something that I believe underpins the whole collection. The styling options – dressing the pieces up or down – are endless!– Maddy Evans, Director of Womenswear, M&S
The supporting marketing campaign has launched online and in selected stores, featuring England players Alex Greenwood, Lucy Bronze and Jessica Carter seen wearing a selection of pieces from the collection. The launch will be supported by an omnichannel marketing campaign across stores, PR, media, digital and social channels.
Where this becomes interesting is a paid promotion with TikTok stars the SugarCoatedSisters. Sporting a selection of satin shirts and sporty ribbed knitted tops from the collection, paired with slouchy wide-leg trousers, cut to give a flowing silhouette, they show off the clothes with style.
Starting off playing football, they quickly switch to their unique, inimitable style of musical comedy as they burst into song to reveal that their outfits are from the England women’s team Womenswear collection from M&S.
This is a great example of when retail and social promotion really comes into it’s own. The Lionesses are lauded for their values both on and off the pitch, with all the work they’ve put in to ensure girls at school are given the opportunity to get into football at a young age, whilst the SugarCoatedSisters are two women who have forged their own path to a successful career and are amazing, if unconventional, role models. It’s a perfect pairing, and highly likely that a huge number of the comedy duo’s following could perhaps go shopping at M&S to grab some Lioness fashion this summer.