Date set for Vernon Kay and AJ Odudu's ITV return

Fashion fans, get ready – M&S: Dress The Nation is coming back to ITV1 and ITVX this September, following a hugely successful debut that drew in more than eight million viewers. The much-loved competition, hosted once again by AJ Odudu and Vernon Kay, will see a fresh group of hopeful designers battle it out for a career-changing prize.

Over the course of five hour-long episodes, nine contestants aged between 22 and 59 will showcase their creativity, with the ultimate winner securing an exclusive mentorship at Marks & Spencer. The victorious designer will also see their winning look sold in select M&S stores and online as part of the Autumn/Winter 2025 collection.

The format was first launched by M&S CEO Stuart Machin, who wanted to support new design talent regardless of their background or formal training. The series, created in partnership with ITV and South Shore Productions, puts emphasis on passion, originality and flair rather than qualifications, opening the door for individuals from all walks of life to step into the fashion spotlight.

This year’s contestants bring a wide range of life experiences to the sewing table – from retail assistants and a teacher to a copywriter and an anti-social behaviour officer. Each will be challenged to design womenswear and menswear pieces that embody the M&S values of style, versatility and quality.

Maddy Evans, Director of M&S Woman, Lisa Illis, Head of Womenswear Design, and Mitch Hughes, Menswear Director, return to the judging panel. They will be joined by celebrity guest judges, M&S ambassadors and some of the UK’s leading designers. Real customers will also play a key role, offering feedback to help steer the judges toward their final decision.

Viewers can also look forward to plenty of style inspiration, as the hosts and judges showcase the latest M&S collections throughout the series – from tailored looks to on-trend layering.

The show returns at a time when M&S is pushing further into fashion and digital content. Earlier this year, the retailer launched Love That, a YouTube shoppable style series hosted by Melissa Holdbrook-Akposoe alongside Jordan North, Sian Welby and Chris Stark, which racked up over a million views in just 24 hours. M&S also recently unveiled M&S Man on Instagram, delivering menswear content, styling tips and exclusive drops – attracting over 20,000 followers in its first five days.

Sharry Cramond, M&S Fashion, Home & Beauty Marketing Director, said: “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. Dress The Nation gives viewers an exclusive insight into the energy, creativity and passion embedded within the M&S brand, and a glimpse of how we create the magic, that our customers can’t get enough of!

At the centre of it all is our incredible designers, who each week delivered fresh and exciting design skills, reflecting the incredible emerging talent we’re seeing across the UK. We were thrilled to join forces again with ITV and South Shore, and we are incredibly proud and excited to launch series two.”

AJ Odudu added: “Dress The Nation has heart, hustle, and enough fashion drama to keep you glued to the telly. It’s real people with proper talent, bringing their A-game. Last year’s winner was outrageously talented; proof that this show uncovers the kind of raw, brilliant creativity you don’t see every day. I’m chuffed to bits to be hosting for a second year running and proud to front something that champions fresh opportunities in fashion, a world that’s notoriously tough to break into.”

Vernon Kay said: “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.”

The second series of M&S: Dress The Nation begins on Sunday 14th September at 7pm on ITV1, ITVX, STV and STV Player.