Marks and Spencer has revived its nostalgic St Michael brand label with a special 26-piece capsule collection in collaboration with premium brand Aries. The St Michael brand was a dominant household name at M&S from the 1950s through the 1990s, serving as the retailer's primary quality mark for over 70 years.
Prices start at £10 and range up to £150 for more luxury products. The collection is aimed at fans of vintage fashion.
Statement on the Collaboration
In a statement about the return, M&S said of the St Michael collection: "At a time when a new generation is rediscovering St Michael through vintage finds, resale platforms and social media, Aries recognised that one of Britain's most iconic labels was finding fresh relevance."
"Drawn to the renewed interest surrounding St Michael, the brand looked to the Marks & Spencer archive in search of the symbols, stories and design details that have shaped its enduring appeal. Rather than recreating the past, Aries has reinterpreted these references through its own creative lens, creating a collection that feels rich in heritage yet unmistakably contemporary."
Reactions from Directors
Maddy Evans, M&S Womenswear Director, said: "Whilst Aries and M&S come from different corners of the fashion world, both brands have built strong identities through distinctive design codes and a loyal following."
"Bringing those worlds together created an opportunity to offer something familiar yet entirely fresh, translating Aries' iconic creative handwriting through the lens of St Michael and making it accessible to a broader audience at a high-street price point."
Sofia Prantera, Founder and Creative Director of Aries, said: "Growing up, M&S was part of family life. Every summer we would visit from Italy, and it was where I bought my lambswool jumpers. Working with the archive brought back a lot of those memories."
"Some of my favourite pieces in the collection come from personal references. Spencer Bear was gifted to me by my grandmother when I was a child, so it was fun to reintroduce him in an unexpected way. The collaboration gave us an opportunity to revisit things that felt genuinely familiar and look at them through a different lens."
"M&S is a true British institution that has played a role in so many people's lives and memories. To be invited to work with such an iconic brand, and to bring our own perspective to its heritage, has been a real privilege."
Nostalgia Trend in Retail
Marks and Spencer is not the only retailer drawing on nostalgia. In recent years, Von Dutch has seen a huge resurgence following its popularity in the early 2000s. The celebrity-loved brand is notably popular for its trucker hats, a bestseller at JD Sports. Elsewhere, Primark is constantly releasing branded products from past favourite shows, including Gilmore Girls pyjamas and Snoopy branded merch.
