James Nelson-Joyce Returns as the Face of M&S Autograph AW26

James Nelson-Joyce is back for autumn/winter 2026 as the face of M&S Autograph, fronting the latest campaign a year after his debut for the retailer’s premium menswear line.

The Liverpool-born actor, known for his work on screen, returns to model a collection built around contemporary outerwear, refined knitwear, denim and accessories. Shot against London’s skyline and industrial architecture, the campaign takes a cinematic approach, following Nelson-Joyce through a phone conversation with an unseen character.

The clothes, however, are the main attraction. Leading the October collection is the Autograph Car Coat (£120), a versatile outerwear option designed to work alongside knitwear, denim and tailored separates. The Autograph Leather Bag (£130) provides a complementary accessory, while the wider collection focuses on wardrobe staples with a more elevated finish.

Nelson-Joyce’s casting continues a partnership that began in 2025, with M&S positioning the actor as a credible face for its approach to modern menswear. His appeal sits comfortably with Autograph’s focus on understated dressing rather than overt branding, making this a campaign centred on wearable pieces rather than statement-making fashion.

Mitch Hughes, Director of M&S Man, says the partnership reflects the brand’s evolving menswear direction, highlighting Nelson-Joyce’s authenticity and the collection’s emphasis on modern style and quality.

Autograph remains M&S’s biggest menswear brand, according to Hughes, with the actor continuing to play a role in bringing its latest collections to a wider audience.