Marks & Spencer’s new chief executive said on Friday the high street giant is looking at developing a range of hi-tech clothing that will tell shoppers if their clothes clash.

Roger Holmes said he want to push back the boundaries of technology by inserting state-of-the-art microchips in garments that would tell the wearer if it matched their other clothes.

Mr Holmes, who takes up his new role next month, told The Times that the chips could also be used as an alarm for other hazards such as when clothes are put in the wrong washing machine cycle.

He also plans to use the technology in the retailer’s food division with the chips warning shoppers and staff when food is past its sell-by-date.

“I really want to grasp the technological advances,” he told the paper. “As the cost of microchips comes down, you can put them in food trays and in clothing.”

“All these things were felt relatively recently to be a very, very long way off, but it has now got to the point where we need to trial and develop some of these things.”