The boss of Marks & Spencer has promised fewer 'skimpy' clothes after complaints it has 'gone too far' in appealing to 'trendy' shoppers.

In remarks made at the retailer's annual general meeting (AGM), Stuart Machin said he was aware the business needs 'to be careful' not to alienate customers as it seeks to appeal to a wider age range.

The comments came as M&S prepares to make its debut at London Fashion Week in September, as exclusively revealed in the Daily Mail today.

Machin told this paper it would be a 'special moment' for the company to 'showcase our designs on fashion's global stage'.

But at yesterday's AGM, bosses were asked by a shareholder whether the group had 'gone too far as a fashion retailer' and if 'some of the fuss' in its clothes could be 'toned down for a more classic look'.

Machin said: 'We should be the home for classic style. It doesn't have to just be fashion, and we have to be careful.' 

He said an older customer recently approached him in a shop and complained its dresses were 'all sleeveless' and 'a bit skimpy' compared to a longer and more modest dress from a rival.

He said: 'It was something I have heard even from my mother, who is a stylish 78-year-old, who said to me the tops are getting a bit short, and we have researched this with our customers. We have heard it.'

For its upcoming autumn/winter collection, he said clothes would 'cover the tum, cover the bottom and cover the top of the arm'.

He said around half of the retailer's fashion sales were simple, 'everyday' staples. Machin was also asked whether he was alienating a loyal client base by attempting to appeal to a 'trendy influencer category'. 

The High Street retailer has used influencers to front its clothes, including presenter Amelia Dimoldenberg, who interviews celebrities on her YouTube show Chicken Shop Date.

Machin said Dimoldenberg was 'a brilliant individual' and the business was 'very lucky' to work with her.

A lot of the group's marketing investment goes into social media, he said.

'If you look at our demographics and our age demographics, we are attracting more people in their late 20s, early 30s. That's good news, but we have to be careful, which is the point you're getting at,' he told the investor.

Machin said M&S had successfully 'dumped the frump' as part of its transformation to win more shoppers over with its style credentials.

A style shake-up at M&S has included star-studded tie-ups, such as ranges with actress Sienna Miller.