Marks & Spencer launches Summer of Love That fashion campaign and live shoppable collection

Marks & Spencer introduced its Summer ’26 collection, featuring holiday dresses, swimwear, linen trousers and other warm‑weather pieces priced from £18. The range is promoted through the brand’s new "Summer of Love That" campaign, created by advertising agency Mother. The campaign encourages consumers to give style compliments and is built around the slogan "Summer’s here, Love That".

The centerpiece of the campaign is a live, shoppable launch event called Casa Del Compliments, streamed on YouTube and Instagram on May 7. Amelia Dimoldenberg serves as the event’s general manager, presenting the collection, fielding viewer comments of "love that", and guiding real‑time purchases. The effort includes two hero films, influencer‑driven content, and a giveaway for viewers who comment during the broadcast. System1 rated the campaign among the top ten global fashion ads, noting a 90 % positive sentiment.

M&S’s marketing team highlighted the initiative as the brand’s largest summer push, aiming to blend effortless style with a feel‑good message throughout the season.