MandM, a fashion and sportswear retailer specializing in discounted brand-name merchandise, has announced the launch of “MandM Makers,” a new influencer collective focused on budget-conscious shopping content across social media platforms.

The program launches with three established content creators: Gemma Bird (@moneymumofficial), who specializes in affordable fashion styling; Sam Hulme (@its_samhulme), known for brand deal hunting; and Meet The Greers (@meetthegreers), a family-focused account sharing budget lifestyle content.

“Our MandM Makers are not just influencers; they are an extension of our team that is going to make finding amazing deals easier for their followers,” MandM’s Head of Brand, Charlotte Revill, said in a press release. “We’re excited to share all that MandM has to offer with their audiences and demonstrate how you can still buy quality pieces on a budget.”

The retailer states it offers products from over 150 brands at discounts up to 65% below recommended retail prices year-round. 

The initiative aims to reach new audiences through content that showcases how to combine trendy pieces with budget finds, locate premium brands at reduced prices, and manage family expenses through strategic shopping. Each creator maintains their established content focus while incorporating MandM’s offerings into their narratives around affordable lifestyle choices.

MandM plans to expand the collective in 2025 by adding a fitness-focused influencer to create seasonal content featuring affordable athletic wear.

A recent Traackr study found that while the overall number of fashion-related posts decreased by 17% year-over-year in 2024, the estimated impressions for sponsored content increased by 21%. 

This growth is attributed to brands collaborating with influencers who have larger followings. The average number of followers for creators involved in sponsored fashion posts rose from 241,000 in 2023 to 292,000 in 2024, marking a 21% increase. Despite decreased total posts, Traackr notes that fashion content is reaching a broader audience.