Femail the faces behind m&s, the nation’s most popular and successful fashion label
ONE label sits in the wardrobe of virtually every woman in Britain – Marks and Spencer. But while the designers at famous houses such as Gucci are universally feted, little is known about the brains behind M&S. But now, as the fashion world hails their new collection as its best ever, Femail has been granted exclusive access to the women who dress the nation. Here they reveal the secrets behind their extraordinary success, and model their favourite M&S outfits . .
SHEILAGH BROWN
Job: Head of Women’s Wear Design.
Age: 51.
Lives: In Holland Park, West London, with her partner of 25 years.
History: A star of the late Seventies and early Eighties, Sheilagh (pictured second left) started out at Stirling Cooper and Quorum with Ossie Clark, Alice Pollock and Sheridan Barnett, with whom she later formed a design partnership.
She was head of fashion at St Martin’s College of Art during the ‘New Romantics’ years and trained, among others, John Galliano. She is a Visiting Professor at the Royal College of Art and joined Marks and Spencer eight years ago.
Early days: ‘My mother admired M&S and I used to buy all those basic must-haves of the season like the cashmere twinset, which was the best available. At St Martin’s the word would go around about something which had just come in and we would all rush off to buy it and wear it with something wild and wacky.’ Later: ‘I never expected to work in such a big company but it was easy to say yes to M&S because it has such integrity. That lies in the product and in the people. It is so un-rag trade, so civilised.
‘Here, people respect your point of view and argue logically; it’s not done on emotion. It is the intelligence of the process that makes it so fundamentally sound as a business.’ My customer: ‘She has to be everybody.
Because my mother was passionate about M&S, I have to be able to see her in the blouse. That’s why it’s so important to have a team to work with; it is far too big a problem for one person to solve.’ Also shops: ‘Everywhere, because I travel so much. I may buy in an Indian market or at Manolo,then I mix it with my M&S. I love Prada shoes. But then I love M&S christian louboutin shoes, too. I feel that’s an area where women never compromise.
Shoes are as important to body image as a good haircut.’ Current favourite: ‘The white viscose dress with transparent panels and the floaty cardigan-coat which goes over it.’ Sheilagh, second left, wears: White crepe and sheer long dress, $45; white sheer long coat, $60; and white plimsoles, $15.
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CAROLE O’BEIRNE Job: Head buyer of Women’s Casual Clothes.
Age: 45.
Lives: In Muswell Hill, North London, with her 13-year-old son, Nicholas.
Carole is pictured far left.
History: ‘My father was a headmaster and wanted his girls to be teachers.
I rebelled partly because it was such a conventional ambition and partly because I knew I wanted to do something in fashion. But I did do a degree in history at Leicester University.’ Early years: ‘We lived in Durham and I used to haunt the big M&S in Newcastle so, when I finished university, I joined the graduate trainee scheme. I have been here all my working life. When Nicholas was born I only took four months off; I was the first person to do that at my level. They held the job open for me.
It was very enlightened.’ Later: ‘Now I look after the casual clothes, from jeans – in Britain, we sell more pairs of jeans than anyone else – to the sell-out bi-stretch flared trousers everyone had to have last winter.
Stretch is one of the most wonderful introductions into women’s wear. It is slimming and it means trousers snap back into shape every time.’ My customer: ‘I work very much as part of a team and we all want to make sure we are satisfying the needs of our mothers and our sisters as well as all the fashionable young women. We are unique in that, whatever the high-fashion cut, we always have an easy, elasticated option, too.’ Also shops: ‘I worked with the tailored clothing for a while and I find that is my style so, as well as our own, I buy MaxMara or Mani. My louboutin shoes come from many places: in Britain from Russell & Bromley or Bertie, in Italy from dozens of excellent small shops. And I do have one pair of Prada – but they are not very comfortable.’ Current favourite: ‘The pale blue crinkle viscose separates, especially the palazzo pants.’ Carole, far left, wears: Pale blue crinkle shirt, $35; pale blue crinkle camisole, $24; pale blue crinkle palazzo pants, $30; pewter mules, $12; blue stone necklace, $15; and earrings, $5.
SARA STEPHENSON
Job: Head buyer of Ladies’ Suits and Jackets.
Age: 38.
Lives: In Chiswick, West London.
History: An M&S girl since the age of 18 when Sara (pictured third right) started as a trainee at the Bury store before moving on to Bolton, Blackburn, Wigan and Birkenhead then to Yorkshire, the Midlands and, finally, Marble Arch.
Early years: ‘Although I started a career in personnel management, I soon realised I wanted to get more involved with merchandise. The company is very flexible and let me redirect my career.’ Later: ‘My job now is very much in line with my personal taste. It’s about looking good and feeling confident.
We try to offer modern pieces whether they are tailored or
relaxed. We are flexible in our approach and each season is influenced by what is happening generally in fashion. But the bottom line is ease and confidence.’ My customer: ‘My in-store experience gave me an insight into who our customer is and what she buys. My area, tailored clothes, is relevant to every woman once she starts working. It is essential to everyone who wants to look smart, whatever the occasion. Age doesn’t really matter. Attitude and lifestyle are much more important.
When you realise that, it all becomes quite straightforward.’ Also shops: ‘I do aspire to designer looks – to Christian shoes,Donna Karan, Nicole Farhi – but I emulate them with great pieces from the High Street. I buy my shoes locally and whenever I am in America.’ Current favourite: ‘The grey wool-mohair trouser suit. It is so sleek and simple.’ Sara, third right, wears: Grey wool-mohair single-breasted jacket, $125; and matching trousers, $65; black platform strappy sandals, $40; and silver necklace, $10.
CLARE DAVIS Job: Head buyer for Dresses.
Age: 37.
Lives: In Ealing, West London, with her husband. Clare (pictured second right) has an 18-year-old stepson, Robert.
History: She grew up in Wolverhampton and, after taking a degree in Humanities – majoring in drama – at Huddersfield University, she joined M&S’s store management scheme.
Early years: ‘On my graduate training course, you had to do a stint attached to a buying team at head office. I realised then that was the career I wanted. I worked on homeware, children’s wear, underwear and hosiery.’
Later: ‘Dresses is my first outerwear department. Until last September I was the knicker buyer. It is a great time to be doing dresses, however. It is more difficult to justify a dress purchase than separates where you can always tell yourself it is to update something you already own. The justification has to be about how many times you’ll wear it. Desirability is very important. You have to see it and think: “That’s gorgeous, I have to have it”.’
My customer: ‘We focus on who will want to wear it and what for.
It’s about casual or formal, and what appeals to the classic customer and what might take the eye of the more modern one. Our new dresses are very much of this season so we expect a much wider range of customers to be receptive to what we have to offer. And certainly, given the look of the moment – all double-chiffon, lace, embroidery and lingerie trimmings – my background in undies has been useful.’ Also shops: ‘All over the place. I buy a lot. As well as the quite anonymous pieces from M&S, I put together Christian Louboutin or Donna Karan looks but from the High Street – Next, Jigsaw, Joseph, Whistles.’
Current favourite: ‘The little embroidered dress and the white acetate knee-length jacket which will look good over all my dresses.’ Clare, second right, wears: Long gold embroidered dress, $60; gold platfrom strappy sandals, $40; caramel cotton rib cardigan, $30; gilt and diamante hoop earrings, $7; natural tan pearl tights, $3.50.
ROSEMARY DAVIS Job: Head buyer of Women’s Knitted Clothes.
Age: 49.
Lives: In Finchley, North London, with her husband. She has a stepdaughter, Amanda.
History: While still at school in King’s Lynn, Rosemary (pictured far right) worked as a Saturday girl in the local branch of M&S then joined the group as a secretary.
Early days: ‘I always wanted to be a buyer. That’s the great thing about M&S, you really can start at the bottom and work your way up.
I have had a passion for clothes since I was a girl. I drove my mother mad; I had to have something new every week.
‘As a teenager I would get my undies at M&S but for fashion I went to Biba, Miss Selfridge and Jeff Banks.’ Later: ‘I am in the best job right now.
Soft dressing is very fashionable and we are doing so well with our easy silky jersey separates. It looks very smart yet it is so comfortable.
Practically anyone, whatever their age, size or lifestyle looks good in it.’
My customer: ‘We would like people to buy all their clothes at M&S but they don’t so we have to be realistic. Nevertheless there’s no reason, we feel, why we cannot provide every woman’s basic wardrobe, the relatively anonymous pieces which, with the addition of one more idiosyncratic piece, makes a wonderful outfit.’ Also shops: ‘For special things I go to Armani or Donna Karan. My shoes are a mixture of JP Todd, Pied a terre, Russell & Bromley and – very occasionally – Prada.’ Current favourite: ‘The striped silk knits.
They are classy but relaxed.’
More information at www.luxuryshoesdirect.co.uk.
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