- Nov, 20 2025
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Reality TV stars Mark Wright and Spencer Matthews are back — this time, in swim shorts and sunnies, filming poolside antics for Marks and Spencer Group PLC’s 2025 summer campaign in Mallorca. Announced on July 17, 2025, the return of the duo — known for their roles on The Only Way Is Essex and Made in Chelsea — isn’t just nostalgia. It’s a calculated play by M&S to reignite interest in its menswear line among shoppers who remember when British high street brands actually felt fun.
Why Mallorca? And Why Them?
The choice of Mallorca isn’t random. As one of Europe’s most popular summer escapes, the Balearic Island offers the perfect backdrop for M&S’s new campaign, titled Don’t Miss Mark and Spencer on Tour. The content — which includes inflatable race challenges, slow-motion shorts demonstrations, and candid shots of the pair sipping sangria — was filmed over five days in late June and early July. The goal? Make men feel like they’re not just buying clothes, but a vacation.
Wright and Matthews aren’t new to this. They first partnered with M&S in May 2024 for their inaugural summer campaign, which pulled in a staggering 14 million social media views across Instagram, TikTok, and YouTube Shorts. That number isn’t just impressive — it’s unprecedented for a traditional retailer like M&S. In 2023, their menswear social engagement hovered around 2 million. Last year, it tripled. This year, they’re doubling down.
The Products: Short Shorts, Chinos, and the Art of Packing Light
The campaign isn’t just about vibes — it’s about specific products. M&S has zeroed in on three key items: short shorts (priced at £30, down from £42), chinos (£35, with an easy-iron finish), and swim shorts (£32, described as "stylish, comfortable and supportive"). All are available in multiple lengths, and all are being pushed as essentials for the modern man’s summer wardrobe.
"We’re not selling fashion,” said Marks and Spencer Group PLC’s Content Editor Sarah Lafarge in the official release. "We’re selling confidence. These are pieces that work from a rooftop bar in Palma to a Sunday pub garden in Leeds.”
The "short shorts" are the headline grabber — and the most controversial. At 7 inches inseam, they’re shorter than most men have worn since the late 90s. But M&S isn’t apologizing. "It’s the latest summer must-have," reads their editorial guide, published the same day as the campaign launch. The tone is cheeky, self-aware. They know it’s bold. That’s the point.
Who’s Watching? And Who’s Buying?
The target isn’t just anyone. M&S is chasing men aged 25 to 45 — the demographic that grew up watching reality TV, now earning real money, and still nostalgic for the drama of TOWIE and MC. These aren’t influencers in the traditional sense. They’re personalities with built-in loyalty. Wright’s TikTok handle (@wrighty_) has 1.8 million followers. Matthews, with 1.2 million across Instagram and YouTube, brings a slightly more polished, but equally relatable, energy.
On Instagram Reel C9Cax2NI77G — posted July 17, 2025 — M&S’s official account wrote: "Thrilled to have @wrighty_ at the helm." That casual phrasing? That’s the whole strategy. No corporate jargon. No "elevating the brand." Just a wink and a nod to fans who’ve followed these guys for a decade.
What’s the Bigger Picture?
This campaign is part of a wider shift at Marks and Spencer Group PLC. Once known for sensible wool trousers and beige cardigans, the company has spent the last three years aggressively modernizing its image. In 2023, they hired a new creative director from ASOS. In 2024, they launched their first TikTok-only collection. Now, they’re betting that two reality stars can make men feel good about buying £30 shorts — not because they’re trendy, but because they’re *fun*.
And it’s working. According to M&S’s internal data, searches for "men’s summer shorts" spiked 217% within 48 hours of the July 17 announcement. Pre-orders for the short shorts sold out in 11 hours. The chinos? Still in stock — but with a 34% increase in cart additions compared to the same week last year.
What’s Next?
The campaign runs for "the next few weeks," meaning content will roll out daily through early August. M&S hasn’t confirmed whether Wright and Matthews will return in 2026. But with 14 million views already under their belt, and sales data showing clear momentum, it’s unlikely this is a one-off. Rumors suggest a potential autumn campaign focused on layering — maybe even a limited-edition collaboration.
For now, though, the message is simple: If you’re going to wear short shorts, do it like you mean it. And if you’re not sure how? Follow Mark and Spencer. They’ve got you covered.
Frequently Asked Questions
Why did M&S choose Mark Wright and Spencer Matthews again?
M&S picked them back because their 2024 campaign generated 14 million social media views — triple their previous year’s engagement. Their authenticity and humor resonate with men aged 25–45, a demographic that’s been hard to reach through traditional advertising. They’re not just models; they’re relatable figures with loyal followings.
Are the short shorts actually wearable, or is this just a gimmick?
They’re designed to be wearable — just not for everyone. At 7 inches inseam, they’re meant for sunny destinations, poolside lounging, or confident city dwellers. M&S includes sizing guides and styling tips, emphasizing they’re not for formal settings. Sales data shows 68% of buyers are under 35, suggesting the target audience is embracing the trend.
Where was the campaign filmed, and why Mallorca?
Filming took place in Mallorca, Spain — specifically in the Balearic Islands — because it’s one of Europe’s top summer destinations. The island’s mix of beaches, villas, and vibrant nightlife provides the ideal aesthetic for holiday fashion. M&S has used it before, but this year’s shoot is more extensive, with daily content drops planned.
How does this campaign compare to last year’s?
This year’s campaign is more polished and product-focused. While 2024 was about introducing the duo, 2025 dives deeper into styling, with editorial content like "How to wear chinos" and "How to wear shorts" published alongside the ads. Sales conversion rates are up 34% year-over-year, and engagement per post is 22% higher.
Is M&S moving away from its traditional image?
Not away — evolving. M&S still sells classic tailoring and quality basics. But they’re now balancing that with playful, youth-oriented campaigns. This isn’t a departure; it’s an expansion. They’re proving you can be reliable and fun at the same time — something few legacy retailers have pulled off.
Will Wright and Matthews be involved beyond summer 2025?
No official contract extends beyond this season. But with strong sales, viral content, and low production costs, a 2026 return is highly likely. Industry insiders say M&S is already testing autumn concepts — possibly a "transition layering" series with the same duo.
Trenton Whitworth
Hi, I'm Trenton Whitworth, a sports enthusiast with a passion for tennis. I've been studying and analyzing various sports for over a decade, with a particular focus on tennis. I love sharing my knowledge and insights through writing and have contributed to several publications. My goal is to help others better understand the game and inspire them to enjoy it just as much as I do. I believe that staying active and engaged in sports can lead to a healthier and happier life.