Debut runway show with affordable pieces reflects resurgent style confidence at retailer after hit releases

Joan Collins declared the coats “very chic”, and has her eye on a graceful ivory evening dress with caped shoulders. Kemi Badenoch plans to snap up the classic black tuxedo jacket. If the British public are as enthusiastic as the celebrity front row, Marks & Spencer’s first ever London fashion week catwalk looks like a hit.

The show, held at the Design Museum for 310 guests including Ian Wright and Jamie Carragher, was a gamble on both sides. Would snobby fashionistas be traumatised by elasticated waistbands and practical rainwear? Would M&S customers be alienated by a world of £2,000 handbags and shoes you can’t walk in?