Marks & Spencer has debuted its first episode of Love That, a new weekly YouTube series dedicated to fashion and style, as the retailer continues to invest in digital-first content.
The series is fronted by celebrity stylist Melissa Holdbrook-Akposoe – best known as “Melissa’s Wardrobe” and stylist to Stormzy – alongside Capital Breakfast presenters Jordan North, Siân Welby, and Chris Stark.
Across 15-minute episodes, the hosts showcase the latest M&S fashion drops with a mix of styling advice, know-how, and humour.
The opening episode highlights M&S’s Autograph womenswear, menswear, and lingerie collections.
Episode two is set to premiere on tomorrow at (5th September) at 8am.
Sharry Cramond, M&S’s Marketing Director for Fashion, Home & Beauty, Loyalty and Masterbrand
Love That is all about making M&S fashion fun, social and shoppable. By bringing together the credibility and enthusiasm of Melissa, Jordan, Chris and Siân – all of whom are true fans of the brand – we’re creating a new way for customers to discover our product in a way that’s authentic, entertaining and uniquely M&S.
Melissa’s Wardrobe effect
The partnership with Holdbrook-Akposoe follows the viral success of an organic Instagram post in which she styled an M&S jacket.
The product sold out within two weeks, drove the fifth-highest online sales day in M&S’s history, and generated more than 10,000 restock requests.
Holdbrook-Akposoe, who has 379,000 Instagram followers and 244,000 TikTok followers, described the show as “the project of my dreams”, adding:
What an honour it is to be a part of this! So excited to be sharing the very best of M&S fashion weekly as well as my tips and tricks on how to style them!
Representation and influencer credibility
Melissa’s Wardrobe is represented by WME, where she sits among a roster of creators known for blending content, commerce, and cultural influence.
For M&S, securing an influencer host with strong credibility in both fashion and lifestyle marks a savvy move.
It positions the series to resonate with younger audiences who increasingly turn to creators for styling inspiration, while also ensuring content feels authentic rather than overtly commercial.
Marketing support and amplification
Alongside YouTube, Love That will be supported by cut-downs on M&S’s social channels, in-store point-of-sale, an editorial hub, homepage and app promotion, and amplification via M&S’s Insider programme.
The show will also include behind-the-scenes content, interactive moments, and giveaways.
The inclusion of North, Welby and Stark – whose Capital Breakfast show reaches 2.9 million weekly listeners and who collectively boast over 1.5 million Instagram followers – positions the series to reach a wide demographic beyond M&S’s core audience.
Broader menswear strategy
The launch follows the retailer’s push into men’s fashion, with the recent debut of the new Instagram account and an expanded menswear ambassador programme.
With a 10.4% share of the UK menswear market, M&S is aiming to establish itself as a leading authority in the category – a strategy underpinned by the continued success of its Autograph range among younger customers.
