Marks & Spencer

Autograph is a line within M&S’s own sub-brands focused on high-quality materials and refined design. Introduced as womenswear in 2000, it is now offered in both womenswear and menswear. While M&S Collection covers a broad range of everyday staples, Autograph offers products featuring premium materials, tailoring, and contemporary design, and is positioned as a key sub-brand particularly in menswear. Whereas Per Una centers on womenswear prints and soft tailoring, Autograph focuses on quality and versatility across genders.

Classics was a sub-brand offered in M&S womenswear, from a period when the company organized its product lines by brand. Unlike current sub-brands such as Autograph and Per Una, which have their own design direction, many Classics products were moved to the M&S Collection range when the brand was discontinued. M&S says it ended Classics in 2019 as part of a simplification of its brand structure. It is therefore no longer offered as an independent brand and is positioned primarily as a past womenswear line whose products were carried over to Collection.

Per Una is a womenswear sub-brand introduced by M&S in 2001. In the 2019 reorganization, it was refreshed with a distinct design direction from the core products of M&S Collection, as a range of feminine pieces incorporating prints and soft tailoring. While Autograph focuses on premium materials and refined designs across womenswear and menswear, Per Una adds pattern and freshness to women’s wardrobes. Even previously popular products that did not fit the new design direction were moved to Collection, clarifying Per Una’s distinct identity as a line that continues to be offered today.

Blue Harbour was a sub-brand in M&S menswear responsible for classic British-style casualwear. M&S materials described it as a line that included polo shirts and chinos, and North Coast was under it before becoming independent. In contrast to Collezione, which foregrounded Italian fabrics and tailoring, Blue Harbour was positioned as offering everyday British-style casualwear. In later years, M&S simplified its brand portfolio around labels such as Autograph, and Blue Harbour is a past menswear line distinct from its current main group of sub-brands.

Collezione was a sub-brand in M&S menswear that offered products incorporating Italian fabrics and tailoring. M&S materials described it as a line focused on classic dressing, providing a coordinated wardrobe and tailoring. Unlike Blue Harbour, which covered British-style casualwear, and the more casual North Coast, it was positioned around understated dressing and tailoring. To simplify its product selection and brand structure, M&S announced in 2016 that Collezione would be discontinued. It was a past menswear line, distinct from the current Autograph and M&S Collection.

Limited was a sub-brand of M&S that offered trend-driven products in womenswear. Unlike M&S Collection, which covered a wide range of everyday staples; Per Una, known for feminine prints and soft tailoring; and Autograph, which emphasized high-quality materials and design, Limited was responsible for collections reflecting the trends of the time. As M&S reorganized its brands while moving toward a product range that was easier for customers to navigate, it listed Limited as a line discontinued in 2018. It was a former womenswear sub-brand, distinct from the current M&S Collection.

North Coast was a line introduced to add a casual option to M&S menswear. Initially placed under Blue Harbour, it was later treated as an independent brand and offered items such as knitwear and denim in soft colors. While Blue Harbour covered classic British-style casualwear and Collezione was characterized by Italian fabrics and tailoring, North Coast was positioned to cater to more everyday casualwear. In 2016, M&S announced a rationalization of its sub-brands, including North Coast, making it a past menswear line distinct from current lines such as Autograph.

Indigo was a sub-brand within M&S womenswear focused on denim and casualwear. Unlike M&S Collection, which centered on staple wardrobe items, and Per Una, which was reorganized around feminine prints and soft tailoring, Indigo focused on fashion-oriented denim and casualwear. It was discontinued as part of a reorganization to simplify product selection and the brand portfolio; M&S stated that in 2018 it streamlined several womenswear brands, including this line. It is not a current independent product line, but a former M&S womenswear sub-brand.

Goodmove is an M&S own-brand activewear line launched in January 2020. It offers products ranging from performance wear for exercise to outdoor outerwear, and expanded into menswear and kidswear in 2021. While M&S Collection focuses on everyday clothing, Per Una on feminine designs, and Autograph on premium materials, Goodmove covers functional clothing for sports and active lifestyles. As a line with a distinct purpose within M&S’s clothing brands, it offers products in the womenswear, menswear, and kidswear categories.