Marks and Spencer’s latest designer collaboration has certainly proven that the 140-year-old retailer still knows what the women of Britain want to wear. Launched last week, the 27-piece collection from cult knitwear designer Bella Freud has been a runaway success, with most pieces selling out in 24 hours.
The star buys? Undoubtedly the slogan jumpers. With four slogans to choose from, priced between £49.50–£139, they’re a fraction of the price of a mainline Bella Freud knit, which hits around the £300 mark. For those who missed out, styles are currently being re-sold on eBay for upwards of £200.
The furore over Freud’s M&S knitwear is unsurprising – the designer originals have achieved fashion icon status. Worn by Kate Moss and Alexa Chung in the noughties, jumpers emblazoned with off-beat phrases such as “Je T’aime Jane” and “Ginsberg is God” became the epitome of cool-girl style. Just add a leather jacket and skinny jeans.
The fashion world loves a statement slogan. Maria Grazia Chiuri’s debut collection as creative director for Dior in 2016 featured tops printed with the phrase “We should all be feminists”, a reference to a TED talk by author and activist, Chimamanda Ngozi Adichie. This summer, Loewe’s “I Told Ya” sweater went viral after being worn by a clutch of trendy A-listers.
It’s not just fashion royalty who have approved the slogan knit. The pink “I’m a luxury” jumper Princess Diana wore in 1986 is one of the late Royal’s most famous – and referenced – looks. Originally by Gyles and George, the tongue-in-cheek jumper which reads “few can afford” on the back, was reissued in 2020 by Rowing Blazers and is available online for £185.
But, while slogan knits are back in the spotlight this season, they can be a marmite look: “I’m not a fan personally. I think they make a statement about you, regardless of whether that’s true or not,” says art director and style influencer Alexis Foreman.
Indeed, the secret to wearing a slogan jumper well, starts with picking the right slogan. When you are literally wearing your mantra on your sleeve (or across your chest), you really must choose words wisely, and consider what they say about you.
Avoid anything booze related, such as “happy hour” or “wine o’clock”, as these feel a bit hen-do. Conversely, wellness phrases can come off as smug virtue signalling. Do you really need everyone to know that you’d rather be ‘‘namaste-ing in bed” that day? Probably not. No matter how well meaning, a motivational quote veers towards the naff. Better to save it for your manifestational journal or vision board.
However, humour has its place – this is a playful trend after all. Sezane’s “French Kiss” sweater offers the right amount of cheeky and, thanks to the chic retro lettering, would make a fun addition to your weekend wardrobe. Similarly, Anthropologie’s “Oui Mon Cheri” grey marl lends jeans and trench coats a Gallic charm.
“Oui Mon Cheri” grey marl, £58, Anthropologie
“French Kiss” sweater, £95, Sezane
Musical slogans are a tried and tested hit – just ask Julia Roberts. The 56-year-old actor wore a vintage-inspired top emblazoned with “Dave” during the 2024 Rock & Roll Hall Of Fame Induction Ceremony this week (see above), in honour of Dave Matthews Band. Styling it with a navy trouser suit, Roberts demonstrated how slogans can be worn in mid-life without looking childish.
For slogan knits with rock and roll flair, Hades is the brand to know. “Our first ever collection was our take on the classic band T-shirt, but where band T-shirts aren’t very versatile or always flattering, we wanted to create something classic that you could keep for a lifetime,” says sisters Cassie and Isabel Holland, who founded the label in 2016.
Handcrafted in Hawick, Scotland, their jumpers are made from 100 percent lambswool and feature references to musical icons such as David Bowie, Blondie and Joy Division. The “Love Will Tear Us Apart” knit (£230, Hades) is a long-standing best-seller and comes in classic black. Ensuring your slogan is emblazoned across a quality material will help to make it feel grown up, not gimmicky.
Hunky Dory knit, £230; Striped Blondie knit, £230; both Hades
On the subject of colour, be careful which you choose. Bright slogan jumpers are likely to make you look like a children’s TV presenter. “I would always say stick to cream, red, navy blue, black and beige,” says stylist and designer, Sarah Corbett-Winder, who cites Françoise Hardy as her own statement knitwear style inspiration. To that end, Corbett-Winder also advises sizing up for that insouciant slouch.
Perfect Moment’s Alpine-inspired slogan knits come in a tasteful colour palette and chill-busting merino. The navy and red “Ski” roll neck could just as easily be worn with denim to brunch as it could goggles on the slopes.
Ski roll neck, £295, Perfect Moment
For something more subtle, look at Beulah’s “Liberté” knit; available in three sophisticated neutrals and with pretty scalloped edging. On the high street, Mint Velvet’s “1989” ivory roll neck is reminiscent of Freud’s signature 1970 knit – but a fair chunk cheaper. Note the Taylor Swift associations with 1989, of course, when considering if that’s the one for you.
1989 ivory roll neck, £89, Mint Velvet; “Liberté” knit, £325, Beulah
The “What the flock” jumper from Joules is a playful riff on the Black Sheep design Princess Diana wore in 1981, and has enough retro style kudos to keep it from looking novelty. Nod to the county-fair aesthetic by pairing it with Me + Em’s wool kilt skirt (£250, meandem.com) and flat leather boots.
What the flock jumper, £59.95, Joules
In fact, what you wear your slogan knit with is just as crucial as the knit itself. If your jumper is doing all the talking (literally), keep the rest of your outfit low-key.
Corbett-Winder advises styling slogan tops with smart staples: “I would wear a fully buttoned-up shirt with the cuffs firmly pulled out, a pair of wide leg, mannish trousers and loafers,” she offers.
And if you fancy wearing your slogan knit after dark, balance out the kitschy appeal by styling it with understated evening tailoring. The height of cosy cocktail chic – and a guaranteed dinner conversation starter.
