AJ Odudu has experienced a significant career setback with the cancellation of her ITV program, "M&S: Dress the Nation." The fashion design competition, which she co-hosted with Vernon Kay, has concluded after two series, having aired in the past year and in 2024. An ITV spokesperson confirmed the decision, stating that the channel would not be commissioning another season at this time but expressed anticipation for continued collaboration on "Cooking with the Stars" and "Tom Kerridge Cooks."
"M&S: Dress the Nation" featured nine contestants from diverse backgrounds competing to design clothing for Marks & Spencer. Participants worked in a dedicated design studio to create garments intended to appeal to the high street retailer's customer base. Each week, a judging panel, comprising M&S experts and guest celebrity judges, eliminated one contestant until a final winner was determined. The show saw notable figures such as David Gandy, Jodie Kidd, Rosie Huntington-Whiteley, Vogue Williams, Alex Scott, Mel B, and Cat Deeley offer their advice to contestants.
This cancellation follows closely on the heels of reports that "Celebrity Big Brother," which Odudu co-hosts with Will Best, has also been shelved. While initially planned for a potential return in 2027 on ITV2 after a break in 2026, new information suggests the show has been postponed indefinitely. Sources indicate that the decision is due to difficulties in securing high-profile celebrity contestants, many of whom are reportedly prioritizing appearances on "The Traitors."
The reality competition series, which began in 2001, has a history of airing across multiple broadcasters over its 24-series run. Insiders suggest that the allure of "The Traitors" is impacting casting for other major shows, including "Strictly Come Dancing" and "I'm A Celebrity... Get Me Out of Here!," creating a ripple effect that affects "Celebrity Big Brother's" ability to attract a desired caliber of participants for its ITV broadcast.
ITV has stated that "Big Brother" will return to ITVX and ITV2 later this year, with no firm decisions made for 2027. The most recent celebrity season aired on ITV in April of the previous year, with Coronation Street actor Jack P. Shepherd declared the winner. However, plans for subsequent seasons have faced repeated delays. The format was previously announced to shift to ITV2, but casting challenges persisted. This extended hiatus means there could be nearly two years between seasons, a notable gap for a prominent ITV program, raising questions about the long-term future of the celebrity iteration.
Reports also suggest that the show has struggled to attract sufficient viewership, despite featuring personalities like JoJo Siwa, Patsy Palmer, Mickey Rourke, Sharon Osbourne, and Chris Hughes in past seasons. This situation echoes similar decisions made for "Dancing on Ice," which was also paused due to declining ratings and escalating production costs, particularly celebrity fees. The civilian "Big Brother's" "Late & Live" spin-off was also cancelled after just two years for failing to gain traction with audiences.