British multinational retailer Marks & Spencer (M&S) has introduced the fashion labels Hush and Whistles to its digital Brands at M&S platform as part of its strategy to expand its womenswear offerings.
The two labels are the first exclusive womenswear brands to debut on the platform in 2025, bringing 300 fresh womenswear items to M&S.com.
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The selection includes dresses, denim styles, bohemian-inspired blouses, co-ordinated sets, outerwear, bags, heels and sandals.
Hush will present an exclusive 12-piece line featuring casual summer essentials and the currently popular barrel leg jean in a unique leopard print, only available through M&S.com.
Womenswear has proven to be a strong category for Brands at M&S, accounting for almost half of its sales in the year to March 2025 – an 18% increase compared to the previous year.
The addition of Hush and Whistles strengthens the existing collection of chic womenswear brands on the platform which includes Chinti & Parker, Baukjen, and the inaugural third-party brand launched on M&S in 2020, Nobody’s Child.
With these new entries, customers have a choice of 26 different brands.
M&S is to re-introduce Nobody’s Child pop-up shops in its stores for the spring/summer season 2025 [SS25].
Following 2024’s success with more than 100,000 customers shopping the brand in-store, M&S is expanding its presence to 28 additional locations such as Kew, Merry Hill, and Braehead. 56 stores will be featuring the brand.
The 500ft² pop-up shops will showcase a curated 40-piece capsule from Nobody’s Child’s SS25 collection.
The Brands at M&S online hub has seen significant growth, now hosting over 100 third-party brands.
This strategic curation has attracted over one million in the past year, with three-quarters of them also shopping M&S’s core womenswear collection.
Shoppers can find Hush on the Brands at M&S platform from 12 March 2025, with Whistles set to join in April.
