Get ready to ‘summer like you mean it’ with the new M&S summer campaign, launching in stores from Thursday 29th May. Inviting customers to celebrate all the small things that make summer unforgettable – with style for big plans and small moments.
The Campaign
Featuring 10' and 30’ AV content, set to the iconic track ‘All The Small Things’ by Blink 182, the visual narrative reinforces our position as a leading destination for stylish, quality clothing and elevates small relatable moments into epic fashion moments.
The ad opens with a woman stepping off a plane, greeted by the warm, golden air of summer. A gentle breeze ripples through her hair and clothes – it’s that unmistakable moment when the holiday truly begins. She’s joined by her family, with excited smiles and sun-drenched energy. Cut to a poolside scene. She spritzes herself, soaking in the smell of summer - inspired by the nostalgic scent of suncream - while her kids leap joyfully into the water. Next, we see another woman cooling off whilst opening a freezer packed with ice lollies. A refreshing wave of cold air washes over her, bringing sweet relief from the heat.
The ad closes with a sunset finale: she enters her balcony, basking in the amber glow after a long day in the sun. The air is still warm, the sky fading into dusk, and there’s a buzz of anticipation for the evening ahead.
Running across VOD, billboards, digital and social platforms, the campaign will be unmissable, reaching an estimated 7.3 million people across all channels. Our OOH presence will dominate London, Manchester, Edinburgh, Liverpool, and Sheffield with billboards in high impact locations, maximizing visibility, alongside taxi wraps in London and Manchester.
The Product
From sunrise to sundown, M&S has looks to make every moment memorable this summer, designed with city breaks, special occasions and sun-drenched destinations in mind - think short shorts, swimwear that makes a splash, statement separates and easy, breezy linen.
Womenswear
Featuring crochet co-ords, perfect for layering or lounging, and flattering swimwear, designed to help you feel confident and comfortable - whether you are poolside or paddling. With breezy silhouettes, artisan textures and sun-bleached colour palettes that will take you from day to night with ease. Shell-inspired jewellery provides a subtle ocean nod, whilst metallic sandals and kitten heels provide elevated options for an evening out.
Menswear
Summer suiting in lightweight linen keeps you cool and sharp, while jacquard print shirts add a sophisticated touch. Fun banana leaf prints bring a tropical twist, and our Autograph leather fisherman sandals, with adjustable straps and buckle fastenings, ensure the perfect fit for your summer adventures.
Kids
Thoughtfully designed with relaxed fits and lightweight fabrics, embracing a sunny mood this season. Discover breezy linen co-ords, crochet separates and tropical accessories to elevate the every day. Make a splash with coastal inspired swimwear, and poolside pieces across sunglasses and footwear, with a palette of sunbaked neutrals, cool monochrome and golden hour hues of dusky pink and sunset orange.
Beauty
Summer in a bottle? M&S has you covered. Transport yourself to those moments of bliss with one of four Limited Edition fragrances. Evoking the sense of a sundrenched escape and those small moments of joy, explore the scents of Airport Arrival, After Sun Snooze, Cool Blast and Salty Skin. Available in 100ml bottles, spritz and bask in the warm feeling of your ultimate holiday destination.
This season also sees the return of the coveted M&S Summer Beauty Bag. With a stellar selection of hero products across brands and own-brand beauty, breeze into summer and glow all season long with a curated line up which includes 4 full sized goodies and 7 travel sized minis. Worth £210, purchase for £35 in store from 5th June.
AVAILABLE IN STORES FROM THURSDAY 29TH MAY 2025
For more information please contact:
[email protected]
Download images below:
Campaign Images
Cut Outs
Notes to Editor
Our Approach to Sustainability
• Quality and trusted value underpins everything we do. We source and make our clothes with care so they are hand-me-downable and exceptionally long-lasting, as they are too good to waste.
• For every M&S product, our clear goal is to only use responsibly sourced raw materials – including those that derive from animals.
• We ensure that 100% of the cotton in M&S clothing is responsibly sourced through the Better Cotton Initiative or with organic and recycled certifications. Our Responsible Cotton Sourcing Policy, excludes sourcing cotton from Xianjiang, Uzbekistan or Turkmenistan.
• 100% of the cashmere that we used in our pure cashmere products is certified by the Sustainable Fibre Alliance.
• 100% of the leather in our ladies footwear & accessories, men’s footwear and furniture is certified by the Leather Working Group.
• Our simple commitment is to send no clothes to landfill, ensuring any unsold stock is redistributed to our charity partners Oxfam, Newlife or Shelter.
• Through our long-standing Shwopping partnership with Oxfam, we make it easy for customers to recycle any used or unwanted clothing. Since 2008, we have collected over 36 million items of clothing raising an estimated £23m for Oxfam’s vital work.
• Through our Beauty Takeback Scheme, we enable hard to recycle beauty packaging materials and components that commonly end up in landfill to be recycled and turned into new products.
• We’re working hard to reduce, reuse and recycle our use of plastic. Through our hanger reuse scheme, we’ve diverted over one billion hangers from going to landfill since 2007 by reusing or recycling them, even if they’re broken. In 2023, we introduced a ‘Bring your own Bag’ initiative for Click & Collect orders, saving 10 million pieces of plastic annually.
• We were the first retailer to transparently publish details of the 500+ factories that make M&S clothing on our interactive supplier map, which includes the factory location, name, number of workers and gender split.
• Ethical trading is core to how we do business and our Global Sourcing Principles set out our minimum global supplier ethical and environmental standards. These Principles are reviewed regularly – in partnership with our supplier partners and external organisations – to ensure they are fit for purpose and up to date.
• Sustainability now runs through all our strategic priorities to provide the foundation for our plans to reshape M&S for growth that is sustainable in every sense. Our 22/23 Sustainability Report is available to view here
2025 Fashion, Home & Beauty