Marks & Spencer: Summer Style 2025
For the launch of the M&S Summer Style 2025 collection, the brand wanted to connect with a broader audience while redefining how customers perceive the collection – showcasing its stylish designs, premium lines with high-quality craftsmanship, and exceptional value.
Under the brand’s global tagline “Summer Like You Mean It”, M&S wanted to highlight the endless styling possibilities offered by the new collection. And we know when it comes to bringing fashion to life with passion and flair during the summer, there’s no better stage than the UAE!
Inspired by the region's love for travel, we reimagined the traditional press show by transforming a luxury suite into a stylish traveller's paradise. Think vacation-ready looks draped over beds, styled in walk-in closets, and hung in wardrobes because summer should be chic yet effortless.
To create this style sanctuary, we worked together with British stylist based in Dubai, Holly Elgeti, to curate the looks across the suite and show how M&S offers style, quality and value.
From conceptualisation to experience design and storytelling, we curated the region’s first M&S press showcase for a collection launch.
Key collaborations with:
British stylist, Holly Elgeti, to curate the looks across the suite and sharing styling tips using M&S pieces with guests on-ground
Jumeirah Al Naseem’s Presidential Suite as the venue to offer the luxury travel experience – and the perfect photo opportunity for the gram in front of Dubai’s iconic Burj Al Arab
Post-event partnership with influencer, @di_immi, to maintain the momentum and further push the collection with the online audience
Event conceptualisation
StickyGinger relooked at the generic press show experience and developed an idea to offer something similar yet different (and relevant to the market). We created an experience that worked for guests with busy schedules and transformed a routine presentation into an inspiring moment – one that left them excited to discover new looks and shop their favourites afterward.
The secret? We staged the looks in relatable and aspirational settings - think staycations and travel escapes - where looking stylish feels essential. This wasn't just another showroom appointment, but a reminder of how great style makes you feel.
Press showcase
We hosted 60 regional media representatives, influencers, and stylists at this immersive press showcase, inviting them to explore the fully curated resort-suite featuring the new M&S Summer collection.
Each space, from the sunlit terrace to the cozy lounge, highlighted key pieces from the new collection, including breezy linens, crochet crop tops, embroidered cotton co-ords, swimwear, lingerie, and ultra-comfortable sleepwear.
To complete the lifestyle experience, M&S Home accents – think linen throws, scented candles, and artisanal ceramics – styled the space, while M&S Beauty products transformed the bathroom into a luxe retreat. Meanwhile, the kitchen and dining area showcased a selection of M&S Food’s finest offerings, because great style deserves great flavour.
Bespoke social-first content production
Our content team captured all the excitement, delivering:
Cinematic video assets for M&S social platforms
Still photography for social, press and digital
Portrait photography of guests on-site
Press office and media relations
StickyGinger managed all press materials and outreach. Developing region specific content and press kits that resonate with the media here, we secured high quality coverage among journalists, TV celebrities, reputed stylists and influencers.
We also collaborated with key influencers who arrived styled in full M&S outfits, serving as walking inspiration for other guests while offering these influencers the opportunity to create content of their outfits on-the-spot for the brand.
StickyGinger didn’t just launch another event, we curated a full-day immersive summer showcase, perfectly timed for peak travel season. We delivered a stylish packing guide brought to life, showing guests exactly how to shop their perfect summer wardrobe and vacation OOTDs.
Effortless style, unbeatable quality, and great value - everything M&S stands for, presented in one unforgettable experience.
That’s how you Summer Like You Mean It!
Results
179 pieces of coverage (and counting...)
16 million in reach
$581K+ earned media value through proactive PR
$1.7M+ total PR value
Tier-A media in attendance included Kul Al Usra, Grazia Middle East, ELLE Man Arabia, Sheerluxe Middle East, Cosmopolitan Middle East, The National Luxury, What’s On Dubai, Ahlan!
Arab TV stars and influencers including Hajar Asli and Nour El Haj with over half a million followers joined the showcase
New visibility for the brand by ensuring the guests ranged from millennials to gen-Z, emphasising on how the new collection offer style options for all ages
