ITV has decided not to commission a third series of the fashion competition show M&S: Dress the Nation, delivering a significant blow to hosts Vernon Kay and AJ Odudu. The programme, which first aired in 2024, attracted an audience of eight million viewers according to the broadcaster, but has now been shelved indefinitely.
Show Format and Success
The 60-minute episodes followed a group of candidates competing for an exclusive mentorship with M&S across design, buying, merchandising, and marketing. The winner had their design sold in selected M&S stores and online for the autumn and winter season. Despite the high viewership, ITV has opted not to proceed with a third run.
ITV Statement
An ITV spokeswoman confirmed the decision: “Following two series of Dress the Nation, unfortunately we won’t be commissioning another at this time. However, we look forward to continuing our work with M&S and South Shore this summer on the six series of Cooking with the Stars and the fourth series of Tom Kerridge Cooks.”
Reactions from M&S and Hosts
Sharry Cramond, M&S fashion, home & beauty marketing director, praised the show's success after series two: “After the incredible response to Series 1, with EIGHT MILLION viewers, we knew we had something special on our hands. This series takes it up another level – more fashion, more creativity, more amazing energy.” She added that the show gave viewers an exclusive insight into the M&S brand and the emerging talent across the UK.
Vernon Kay also expressed his enthusiasm ahead of the final series last year: “Dress The Nation isn’t just about fashion, it’s about changing someone’s life forever whilst discovering more of their own confidence, creativity and talent. The level of skill this year is unreal which means the competition is ridiculously tough but seeing people shine doing what they love makes for proper feel-good telly.”
Future for AJ Odudu
AJ Odudu is expected to return to front the non-celebrity Big Brother in September, though ITV has yet to confirm the date or whether she will be joined by Will Best.
