M&S says latest lingerie launch is ‘game-changer’

Across the decades, M&S has prided itself on being the go-to destination for UK women’s intimates and lingerie. But in a more competitive intimates market, it clearly believes a radical rethink is needed.

So the back-to-its-best high street retailer is marking the brand’s “most significant lingerie introduction to date”, with April’s introduction of ‘Body: A Modern Lingerie Reset Backed by 100 Years of Expertise’.

That means “redefining everyday underwear through a modern, modular and solution-led design philosophy”, it said at launch.

It’s an offer that seems to be aiming for the customer who might have previously looked at Skims or Spanx but given the multiple M&S high street location and lower pricing at the chain, it’s going to be a whole lot more accessible for many.

The comprehensive (300-piece) collection “brings bras, briefs, shapewear and essentials into one cohesive system pairing a contemporary aesthetic with advanced fabric innovation and comfort first engineering”.

To maintain its position as “market-leader” (one in three women buys her knickers at M&S and a bra is sold every two seconds, it notes) the brand “doesn’t follow trends, it sets them”. 

Body, “exclusively at M&S”, brings together “meticulously designed pieces into one bold, modern, solution-led collection, making it easier than ever to find underwear that actually works for your body”.

And of course, its launch is driven by customer data: 99% of women prioritise comfort; 89% want lingerie that boosts confidence; 68% can’t wait to take their bra off at the end of the day; 45% don’t believe stylish underwear should cost more.

The result is a four-category collection: Body Invisibles; Body Sculpt; Body Soft and Body Lace “designed with one principle: On the body, not on the mind”.

The line’s modular approach to fit, feel and function, features 360 degree stretch; seamless, laser cut edges; injectable boning that flexes with the body; sculpting, smoothing and minimising solutions; and the promise of “no VPL knickers”, padded and non-padded bras, even sculpting for bums”.

And with prices starting from just £16, “Body proves you don’t have to pay a premium for performance”.