Fashion influencers Sarah Ellis and Philippa Bloom, known as We Are Twinset, have launched their label WAT THE BRAND at Marks & Spencer. the collection, which includes denim and tailoring, went live online on September 16th.
A 17-year journey from an M&S press day to the high street
This partnership marks a significant milestone for the creators. According to the report, Sarah Ellis and Philippa Bloom first met nearly 17 years ago while working as fashion stylists at an M&S press day. This history adds a layer of sentimentality to the launch, as Marks & Spencer also served as the duo's very first paid collaboration as content creators.
The move represents a significant evolution in the creator economy. Rather than simply promoting other people's clothes, these stylists have transitioned into brand owners, leveraging their long-standing relationship with one of the UK's most established retailers to bring their own vsiion to life.
A shift from styling press days to building a million-follower community
The launch is backed by a massive, loyal audience. We Are Twinset has built a platform with more than a million followers across social media, focusing on the practical side of fashion. Their content has historically centered on showing women how to actually wear clothes, emphasizing how to find "wardrobe heroes" and style pieces in multiple ways.
This community-first approach has directly influenced the new collection. As the source notes, the designs for WAT THE BRAND have been shaped by years of listening to what women actually want to wear, rather than simply chasing a passing trend. this makes the collaboration feel less like a celebrity endorsement and more like a curated capsule wardrobe for their followers.
Polished staples starting from just £28
For those looking to refresh their autumn wardrobe, the price point is a major draw. the WAT THE BRAND collection, co-founded by Ellis, Bloom, and retail expert Nicky Green, offers elevated essentials starting from £28. The range is designed to provide a polished look without the heavy designer price tag.
The collection spans several categories, including tailoring, knitwear, and everyday separates. It also includes a handful of accessories , such as belts and scarves, to help complete a cohesive look. This focus on "elevated basics" positions the brand as a go-to for high-street shoppers seeking longevity in their clothing.
Why WAT THE BRAND’s cult denim is the collection's star
Since its inception in 2021, WAT THE BRAND has become particularly well-known for its specific approach to denim . The M&S launch leans heavily into this reputation, offering several key styles that have become cult favorites among their followers.
Specific standout pieces include high-waisted, straight-leg jeans featuring a raw hem and an ultra-soft finish. The collection also introduces barrel-leg and wide-leg styles, catering to the current demand for more relaxed yet structured silhouettes. The report suggests that the denim is the best place for shoppers to start when exploring the new range.
Will the collection expand beyond the online M&S launch?
While the collection is availabble to shop online at Marks & Spencer as of September 16th, several questions remain regarding the scale of the rollout. It is currently unverified whether these pieces will eventually appear on physical M&S clothing racks or if the partnership is strictly a digital-first affair.
Additionally, the source does not clarify if this is a limited-edition capsule or the beginning of a permanent retail residency for WAT THE BRAND. For now, fans of the duo will have to rely on the M&S website to secure their favorite pieces.
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