M&S Amelia Dimoldenberg new summer fashion drop launches

Fans of Marks & Spencer are being given a fresh reason to browse this week, as the high street giant launches a new summer campaign with a viral twist.

Fronted by Amelia Dimoldenberg, the “Summer of Love That” collection is already generating buzz online, with shoppers eyeing up affordable pieces ahead of the warm-weather season.

The summer fashion drop shoppers are watching

The new collection officially lands May 7, featuring lightweight staples and trend-led pieces designed for everyday wear.

The full M&S fashion collection is here, but key items include:

• Linen contrast waistcoat – £40
• Matching mini skirt – £30
• Kitten heel court shoes – £30
• White T-shirt – £9
• Red cap – £13

The focus is on easy summer outfits at high street prices, with mix-and-match pieces aimed at holidays, weekends and casual days out.

To launch the range, M&S has created “Casa del Compliments”, a playful, hotel-style concept where confidence and style take centre stage.

Amelia Dimoldenberg steps in as the “general manager”, bringing her signature humour across social media and a live fashion show streamed on YouTube and Instagram.

The event includes:

• Pre-show build-up from 7:15pm
• Live runway show at 7:30pm
• Live shopping from 7:45pm

Shoppers can watch and buy pieces in real time as they appear on screen.

Fronted by Amelia Dimoldenberg, M&S has a new “Summer of Love That” collection (Image: M&S)

Why it’s getting attention

The campaign builds on the success of M&S’s earlier “Love That” ads, which ranked among the top-performing fashion campaigns globally and pulled in millions of views.

With a mix of:

• influencer-led content
• live shopping
• affordable pricing

The retailer is tapping into the growing trend of social-first shopping experiences.

What it means for shoppers

Fronted by Amelia Dimoldenberg, M&S has a new “Summer of Love That” collection (Image: M&S)

For those looking to refresh their wardrobe, the collection offers:

• budget-friendly summer staples
• on-trend coordinated outfits
• instant access via livestream shopping

And with social media teasers already rolling out, some pieces are expected to attract strong demand.

Fronted by Amelia Dimoldenberg, M&S has a new “Summer of Love That” collection (Image: M&S)

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Who is Amelia Dimoldenberg?

Amelia Dimoldenberg is a British presenter, comedian and internet personality best known for her viral YouTube series Chicken Shop Date, where she interviews celebrities in fried chicken shops with a deliberately awkward, deadpan style.

Alongside her online work, she has appeared on television, including taking part in charity specials such as Stand Up To Cancer episodes of Bake Off.

Known for her sharp humour and unique interviewing style, Amelia has become one of the UK’s most recognisable digital creators and is now fronting major campaigns and media projects beyond YouTube.