In this episode of Style DNA I go on a style journey with Maddy Evans, the visionary who has presided over the transformation of M&S womenswear, she is  the Director of M&S Woman, overseeing the womenswear and lingerie categories…no small job. 

I ask Maddy what has been her secret weapon? She tells me that she went through the revamping of Topshop with Jane Shepherdson and it was that experience that gave her the knowledge of how to create change. It was clear at the outset, there was a lot of reliance on history, and a perception of the customer that wasn’t actually true… that she was an older lady who wasn’t interested in style. When she arrived she did a product review with the whole team, some of whom had been at M&S for years, a wonderful and diverse team all wanting to feel stylish, modern and relevant. When she asked them if they would wear anything that they were reviewing no-one put their hand up…there lay the problem.

She knew from the beginning that the 13 million M&S customers, yes extraordinary, trusted M&S for their quality and value but not from a style perspective. So they obviously wanted to protect the value and quality, but with style, so that was the vision. Then it was important to work out what style meant to their customer? It wasn’t leading the trends, but responding to them, and making their customer feel stylish and of the moment. 

We talk about how they wanted to work with people to help change the style perception, hence the Sienna Miller collaboration. As Maddy says Sienna is a woman who has matured in front of the cameras and has had an evolution of style and that resonated with the M&S business and customer. They wanted to work with a woman who understands her style…no better person really.

On a personal note I ask Maddy when she first started to understand clothes…she talks about when you’re very young you want to conform, and she remembers going to school having been asked to take in wedding photos of their parents.  She was looking round at everyones mums in white wedding dresses, and her mum was in a hand crocheted skull cap, a brown floral dress, suede Mary Janes and freshly picked flowers and her dad looked “nothing short of John Lennon”. It was her first realisation that there are different clothing tribes, and that clothes really did something for you…

We talk about the importance of first impressions and how they really count. I ask her whether she ever gets snow blinded by being exposed to so much fashion… perhaps being overwhelmed by choice? She says she has really stuck to her style, especially as she’s got older, realising that trends don’t work for her…she doesn’t let fashion wear her… such a great lesson!

Stylistically she says she is inspired by the designer Phoebe Philo, a woman who is totally confident and comfortable in her own skin. But also by Kim Bassinger in 91/2 weeks…just totally fabulous, and the uber stylist, the French woman Emanuelle Alt, who as she says, manages with a few product types to “make it look new every time”. She is clearly drawn to women who use a uniform of sorts…their uniform.

I absolutely loved this conversation with Maddy, she is incredibly modest, considered and gracious. Thank you for being such a great guest x