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1920s
The 1920s saw the introduction of childrenswear, first mentioned in our Weekly Bulletin for staff in
Free Knitting Pattern, 1930s
1930s
We offered free knitting patterns for our customers as well as selling ready made outfits. ‘Our Children’s Frocks’ window display, 1930s
M&S: Kidswear
From Newborns to Young Adults: How M&S has dressed generations of kids Childrenswear was often promoted as part of our store window displays to showcase the quality, style and range of childrenswear available. ‘Nursery Shoes’ window display, 1930s We opened lots of new ‘Super Stores’, accompanied by a nationwide newspaper advertising campaign featuring the slogan ‘The Family Store’. Newspaper advert for Kirkcaldy store, 1938
1930s
1930s
St Michael Childrenswear was advertised in our new customer magazine to inform parents of the availability of children’s ranges. Marks and Spencer Magazine, Christmas 1932
1930s-1940s
Childrenswear^. was displayed in store by type, e.g. all girls’ dresses were arranged together. Store Display of Dresses, c1936- 1941
Childrenswear continued to be sold throughout the Second World War. Our technologists helped develop Utility clothing standards, a set of rules for dressmakers under the Civilian Clothing Act of 1941, to ensure garment quality remained high and fabric wasn’t wasted. We were able to produce a range of Utility clothing that was not only functional and hardwearing but stylish. Utility Clothing labels Marks and Spencer Magazine, Christmas 1932
In February, clothing for children was the focus of a special edition of our staff magazine. We label ourselves ‘playwear pioneers’, offering the biggest share of playwear on the market. We advertise our new styles including smocking on our girls’ dresses. St Michael News, Feb 1954 T74/12, c St Michael News, Apr 1957 Edinburgh Store Display of Dresses, 1950s One of our biggest sellers throughout the 1950s was girls’ dresses. Inspired by Christian Dior’s ‘New Look’ style with nipped in waists and full gathered skirts, this on-trend design was sold in various designs and colourways.
1950s
In April, footwear for children is the focus of a children’s footwear special in our staff magazine. We also advertise children’s underwear, including interlock knickers and ‘pantees’ without the elastic being stitched down. This meant broken elastic could be replaced with no fuss. St Michael News, Apr 1954 In our first colour advert, we promoted the company as a fashion brand with a four page spread of specially commissioned photography in ‘Woman’ magazine, which included girls' dresses.
M&S Colour Supplement in ‘Woman’ Magazine, May 1958 St Michael News, May 1960
We introduced new underwear styles for girls. Nylon slips with stiff paper taffeta frills to achieve a full skirt were available for ages 5-16.
Childrenswear was featured in cinema adverts as part of a wider advertising campaign designed to draw attention to ‘wonder fabrics’ like Acrilan, Orlon and nylon which were easy-care and easy-wear. The childrenswear advert ‘What is a Child?’ stated ‘a child comes in one hundred shapes and sizes, St Michael Orlon fits them all.’ ‘What is a Child?’cinema advert, c
Early 1960s
St Michael News, 1963 ‘Acrilan’ was featured in St Michael News and appears in cinema ads promoting clothing for all the family. Orlon jumper, T77/26, c1960s
An emerging teen market resulted in ranges ‘Junior Miss’ and ‘Young St Michael’ and later ‘Miss Michelle,’ being established. These were completely separate ranges to childrenswear, 'designed to suit the tastes and figures of the in-betweens’.
1960s-1970s
Fashion Supplement, Jul 1970 We circulated a children's clothing supplement for school and leisure wear, including illustrations of the new products being sold in modern fabrics and styles such as pointed collars on shirts and flared trousers.
Our childrenswear was marketed as ‘Trendy, colourful, hard-wearing and easy-care – kids love ‘em’.
St Michael News, Mar 1971 Marketing leaflet, 1977 St Michael News, 1970s
The sports trend was a major theme in clothing ranges throughout the 1980s, including joggers and shell-suits, all in keeping with the fitness trend. T88/6, 1984
1980s
St Michael News, Feb 1976 Clothing and accessories with much loved children’s characters were a firm favourite among youngsters. Characters such as Paddington Bear, Mickey Mouse and Winnie the Pooh began to appear across childrenswear and babywear.
1970s-1980s
St Michael News, 1987 St Michael News, Jun 1984 St Michael News, Jan 1987 To make sure our childrenswear could withstand the roughest of wearing, it underwent rigorous testing which resulted in: very hard wearing materials, seams that don’t split easily, stay-put buttons, non-rusting buckles, permanent pleats and machine washable items.
St Michael News, Apr 1985 Coordination was a key theme in Spring with mix ‘n’ match colours and fabrics specially selected so that tops and bottoms could team up together.
In April, we opened our first separate satellite store for kidswear in York with a 5,000 square foot store dedicated to childrenswear, toys, books and nursery furniture. St Michael News, Mar 1983
York Coppergate Store, Apr 1985 P1/1/325/ St Michael News, Feb 1980 In February, we centralised our childrenswear. bringing it together into one department. Previously split across men’s and women’s sections, the new childrenswear department also included babywear.
We began to display childrenswear by age group.
Our St Michael News magazine reported: ‘A lot of work goes into the comfort and fit of every garment. Selectors and technologists carry out regular fit sessions with children in schools and extensive wearer trials’ to ensure that garments are comfortable to wear and safe. St Michael News, Sep 1991
We introduced 100% cotton nightwear with a special flame retardant finish that makes it safe and comfortable. We also introduced four ‘teen bras’ which offer light support in sizes 30AA to 36B. St Michael News, Jul/Aug 1992 The nineties showed a trend towards a casual layered look with relaxed-fitting separates that could be layered together. M&S responded so that children could be on trend with double denim and loose fitting shirts.
Marketing, Aug 1994
Measuring Electronic Gauge in Store, 1996 By summer, the widest range of high quality, value for money children’s footwear was available. The range included ‘pre-walkers’ and shoes for those all important first steps. A new range of ‘first shoes’ in F and G widths were introduced to give extra room for Toddler feet. Marketing for Petit Bebe, 1998 We launched Petit Bebe in Babywear. The range included daywear and sleepwear in blue, pink and white colour ranges. An extended range of christening wear including rompers and dresses was added.
In preparation for the 1998 World Cup we launched football kits promoted with England player Les Ferdinand, just in time for Christmas. St Michael News, Dec 1997
Girls’ Shoes, Aug 1996 We also introduced a measuring electronic gauge to measure the child’s foot size and width, to help parents choose a correctly fitting shoe for their child.
We became the first major UK retailer to sell organic Fairtrade cotton clothing, including childrenswear, as sustainability became a top priority in the way our business functions.
T88/7, Marketing, Dec 2005 In the run up to Christmas a larger range of character costumes were available including Alice in Wonderland and reindeer onesies in babywear. We began to introduce a larger range of Halloween costumes. Babywear was also included with little devils and tiny pumpkins. Availability went from online only into stores as demand increased. Marketing, Oct 2005 Marketing, Oct 2006 Marketing, Dec 2005
We developed a line of fashion exclusively designed for our customers in the Middle East for Ramandan and Eid celebrations. The range included special occasion outfits and accessories. This was followed up in our UK stores. M&S Website, 2020 We linked our girlswear in with womenswear and our boyswear in with menswear
- leading to fashionable ‘Mini Me’ outfits, with carefully chosen details and trends, appropriate for the age group. ‘Autograph’ for children was introduced as a response to a gap in the market for high- end childrenswear. This range was designed with both smart-casual clothing and something extra special in mind for special occasions. As part of the Bridalwear range we launched special occasion floral girls’ dresses as well as boys’ full suited outfits. This was extended to offer a range suitable for First Holy Communions. T88/26, 2010 Marketing, Spring 2007 Girls’ Jumpsuit, 2019, ACC/19/002(7)
We launched augmented-reality T-shirts where designs came to life ‘from monkeys swinging through trees to bears scaling skyscrapers’ with the download of an app on your smart device (IOS or Android). These T-shirts didn’t just move but leapt out at the audience. British supermodel Jourdan Dunn collaborated with M&S to launch ‘Lil' LonDunn’, a range of kidswear clothing designed to be unisex and versatile with an urban style. M&S World, May 2016 M&S Website, Apr 2016
Summer 2016 saw the launch of ‘Easy Dressing,’ an M&S first. A range specifically designed for children living with disabilities such as hip dysplasia & autism, with clothing specially adapted with hidden labels, easy to open fastenings, slits to aid the use of a feeding tube and the use of super-soft materials making comfort the key priority. Originally launched as schoolwear, by 2018 we had increased the range to cover a range of daywear. M&S Website, 2016 M&S Website, 2018
M&S Website, Jun 2020 We launched our Dreamskin® range, which was specially developed with Dreamskin® technology to help ease dry, sensitive and irritated skin. The garments had supersoft flat seams and printed care instructions for sensitive baby skin. With integral scratch mitts across all sizes, and nickel free popper fastening for easy dressing, this range is designed for comfort with responsibly sourced cotton and is validated by the British Skin Foundation, recognising M&S’s commitment to skin care.
We launched sustainable kid’s swimwear which used fabric made using recycled plastic bottles and also featured our SunSafe technology with a UPF (ultraviolet protection factor) of 50+ and Chlorine Resist technology. M&S Website, 2019
The trend for matching Christmas family PJs began. M&S World, Christmas 2018
