Marks & Spencer Revives 'St Michael' Brand with Cult Collaboration

Marks & Spencer is tapping into nostalgia and a younger demographic with the revival of its former "St Michael" label. The high street retailer has partnered with London-based streetwear brand Aries for a 26-piece capsule collection that reimagines classic M&S designs for a modern audience.

The centerpiece of the collection is a £70 butter-soft leather tote bag, a premium take on the retailer's iconic green and gold St Michael carrier bags from the past. This revival aims to capture the attention of younger shoppers, a demographic that has shown recent interest in vintage M&S items, with pieces being resold on platforms like Vinted.

The "St Michael" name, in honor of M&S co-founder Michael Marks, was the retailer's in-house label from the 1970s until 2000, when it was phased out during a corporate restructuring. It was known for staples such as wool jumpers, school trousers, and jersey dresses. The new collection incorporates familiar M&S heritage symbols, including the "Penny Bazaar," referencing the brand's origins at Leeds Kirkgate Market where items cost one penny.

Aries, founded in 2012, is known for blending high fashion with skate and punk culture. The collaboration aims to introduce the "St Michael" brand to a new generation, drawing on M&S's historical motifs alongside Aries' signature logo. The collection will also feature updated knitwear, tailored outfits, and lingerie, with items expected to be more accessible than typical Aries products. For instance, an Aries sweatshirt usually priced around £200 will be available as an M&S version for approximately £45.

This move by Marks & Spencer follows a trend seen in high fashion, where luxury brands have drawn inspiration from everyday retail items. Notably, Balenciaga released an "Antwerp tote" in 2024 that bore resemblance to budget store Iceland's carrier bags. The new M&S and Aries collection is scheduled to launch on August 20.