the scotsmen
STYLE icon Victoria Beckham is among the many on the waiting list for one if its black directional leather dresses, which sold out nationwide within a matter of days.
While celebrities with their fingers firmly on the fashion pulse, including Sienna Miller and Kate Moss, have been snapped clutching this company's carrier bags.
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But the new designs that fashionistas are clamouring to get hold of are not by headline-grabbing designers Christopher Kane or Giles Deacon but by high street veteran Marks & Spencer.
The company is this month celebrating 50 years since it opened its first store in Edinburgh, and the patronage of celebrity fashion icons marks a change in fortunes and a break from its previous staid image.
Boosted by glamorous advertising campaigns featuring models such as Twiggy, Laura Bailey, Erin O'Connor and Noemie Lenoir, the clothing has become aspirational, with trend-aware fashions paying homage to the catwalk trends.
Ranges have become more limited - and therefore sought-after - and the frumpy silhouettes and forgettable colours are gone.
In their place is stylish piece after stylish piece, created by a team of both in-house designers and big names in the fashion industry, including George Davies and Agent Provocateur.
"In its hey day, M&S was unassailable," says Edinburgh fashion stylist Kirsty Hall. "It was a great British institution that conquered the high street, and everyone made it their shopping destination.
"But M&S got lazy, it made mistakes and, as competitors upped the game, it did nothing. It was only a matter of time before the cracks started to show."
Rewind to the 1990s and few can forget the chain's spectacular fall from grace. The once-iconic British store did, indeed, get lazy, and the result was a mass of bland, insipid blouses, V-necks, cardigans, trousers and skirts. There were clothes in abundance but no fashion or style to be seen.
But what a difference a decade makes. The magic and sparkle has returned, and M&S is most definitely back, with the company announcing earlier this year a 28 per cent increase in annual profits, which, in the past year, topped £966 million.
And the latest set of campaigns and fashion ranges prove it's here to stay. Never has the chain exuded such confidence.
The clothes remain a clever mix of main-line range and its popular, more trend-aware Limited Collection, with stylish pieces now available from the designer-led Autograph selection.
The new menswear collections and the limited edition GD25 range - which marks George Davies' 25 years in fashion - all launch this month in both the Princes Street store and Gyle Shopping Centre.
On-trend colours and textures are available, with an array of styles that look as if they've just come off the catwalk.
The result is easy, affordable shopping with an abundance of stylish finds.
And this looks set to continue. The fashion press are already singing the praises of the autumn/winter collection and are waiting with baited breath to see what spring has to offer.
And with Take That onboard to relight Marks & Spencer's fire in the men's department, the future is looking bright.
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