Marks & Spencer stages first-ever pitlane fashion show at Silverstone ahead of British GP

Marks & Spencer staged the first live fashion show ever held in an F1 pitlane at Silverstone on Thursday, using the working garages as a backdrop just days before the British Grand Prix.

Fifty models walked the brand’s latest summer collection, the ‘Dress to Thrill’ edit, alongside an M&S-branded show car. The looks spanned sleek monochrome and soft neutral pieces with flashes of racing red, including a selection tied to the retailer’s new partnership with Williams.

The event marked the launch of a multi-year commercial relationship between M&S and Silverstone that will see the British retailer maintain a presence across the circuit’s full calendar, covering the Formula 1 British Grand Prix, MotoGP and CarFest. Separately, M&S was confirmed as the official travel kit partner of Atlassian Williams Racing from 2026.

Sharry Cramond, marketing director for fashion, home and beauty at M&S, described the activation as a deliberate move into unexpected territory. “Bringing fashion to the track like this, with the first-ever pitlane fashion show, is a really bold step for us, and a great example of how we’re showing up in new, unexpected ways at the UK’s biggest moments,” she said.

“Silverstone is where sport, music and culture come together, and our Dress to Thrill edit captures that perfectly — modern, versatile, great value summer style, brought to life on one of the most iconic stages in sport.”

The British Grand Prix takes place this weekend at Silverstone.