UK's M&S unveils debut FA collection for England senior women's team

The womenswear collection sees an in-house designed range of versatile, re-imagined tailoring pieces that will be worn by the England women’s team in the tournament and in their official England team shot.

The European champions continue to inspire multiple generations and change historic perceptions of women’s football. The collection allows M&S to hero the sport itself as well as what the players and the concept of women’s football stands for and is a celebration of individuality, made to be effortlessly mixed and matched for work, play and everything in between.

The M&S womenswear design team have worked hard to integrate both style and comfort when creating the collection. In a contemporary tonal colour palette of navy and white, the carefully considered collection features smart separates that challenge the traditional idea of ‘power dressing’, and instead encourages an individual approach, styling pieces however customers choose.

Luxe satin shirts and sporty ribbed knitted tops can be effortlessly paired back with slouchy wide-leg trousers, cut to give a flowing silhouette or smart high-waisted tailored shorts that feature practical side pockets.

“We’re incredibly excited and honoured to be dressing the talented and inspiring England women’s team on their journey to this year’s most talked about tournament. We wanted to ensure the collection delivered on style and versatility, creating timeless pieces with individual styling was at the forefront of our minds and something that I believe underpins the whole collection. The styling options - dressing the pieces up or down - are endless,” Maddy Evans, director of Womenswear, said.

The supporting marketing campaign launched online and in selected stores feature England players Alex Greenwood, Lucy Bronze and Jessica Carter wearing a selection of pieces from the collection. The launch will be supported by an omni-channel marketing campaign across stores, PR, media, digital and social channels.

Available instore and on M&S.com, the range will provide outfit inspiration to give customers the confidence to style individual pieces for a more relaxed tailored look.

“The England women’s teams’ success in recent major tournaments has captured the attention of the nation. Their performance has showcased skill, determination and teamwork inspiring a new generation of footballers – and that's only set to continue throughout the summer. We’re so thrilled to be launching this campaign and collection – the mix and match, versatile approach allows the players to embrace their own unique style off-pitch, creating a confident, empowering and effortlessly stylish look. We couldn’t be prouder to be partnering with the lionesses. We’ll be behind them every step of the way,” Anna Braithwaite, director of marketing, said.

Fibre2Fashion News Desk (RR)