AJ Odudu show axed by ITV after two series
Celebrity Big Brother host AJ Odudu presented Dress The Nation with Vernon Kay for two series.
ITV has cancelled M+S: Dress the Nation after two series.
The competition show, which pitched nine contestants from various backgrounds against each other as they designed clothes for the high street retailer, was hosted by AJ Odudu and Vernon Kay in 2024 and 2025, but the broadcaster has confirmed it won't be back for a third run.
An ITV spokeswoman told The Sun newspaper: "Following two series of Dress the Nation, unfortunately we won’t be commissioning another at this time.
"However, we look forward to continuing our work with M+S and South Shore this summer on the six series of Cooking with the Stars and the fourth series of Tom Kerridge Cooks."
On the show, contestants worked in a purpose-built design studio as they tried to create outfits which would appeal to the retailer's customers.
The completed garments were presented to a panel featuring M+S experts and a celebrity guest judge, and each week another person was eliminated.
In another blow for AJ Odudu, the future of Celebrity Big Brother - her other major ITV project - is reportedly at risk.
The long-running reality TV show has been put on ice by the broadcaster, amid a ratings struggle with BBC One rival The Celebrity Traitors.
A source told The Sun newspaper: "Bosses face a huge challenge trying to sign up celebrities because so many of them are now pressing their agents to get them on The Celebrity Traitors.
"That is already causing problems for other big shows, like Strictly and I’m A Celebrity, which rely of star contestants because they now find themselves as second in the pecking order.
"So that is an even greater issues for a show like Celebrity Big Brother because now it’s on ITV, it needs a certain calibre of contestant, which are very hard to sign up now."
ITV is finding it increasingly difficult to secure big-name stars for its various reality shows, which also includes the money-spinning I'm a Celebrity... Get Me Out of Here!.
The insider added: "ITV are already having to find two lots of stars to compete on I’m A Celebrity this autumn as well as its spin off show, The Wild Frontier, which is expected to air in early 2027 – which is exactly the same time ITV were hoping to drop the new series of Celebrity Big Brother."
In 2025, ITV insisted they remained "committed to both Celebrity Big Brother and Big Brother beyond 2025", describing the show as "a priority reality format".
However, more recently the broadcaster said: "Big Brother returns to ITVX and ITV2 later this year.
"No decisions have been made for 2027 as yet."
