Until now, the dreaded VPL - visible panty line - has largely been a sartorial annoyance associated with female fashion. However, it seems women aren't the only ones irritated by the idea of their underwear making itself known through clothing.
M&S, where around 20 per cent of men in the UK shop for undergarments, has announced this week it's launching a range designed to remedy showing seams in its menswear department.
The new Autograph Body Invisibles - which includes briefs, cycling-short style 'trunks' and vests - promise discreet 'wardrobe maintenance', says the British high street retailer.
The clothing combines 'lightweight fabric with bonded seam technology for a smooth, second skin fit that sits invisibly under clothes', a spokesperson for M&S added.
Seamless Comfort for the Modern Man
VPL be gone: This week, M&S revealed it has launched a range of seamless underwear for men. The Autograph Body Invisibles is designed to appeal to the modern man, says M&S, who has 'upgraded the wardrobe, upgraded the grooming' and now wants to 'upgrade the underwear'.
How much will seamless comfort set you back? A two-pack of vests is priced at £30, while trunks and briefs will chime through the tills at £28 for a three-pack.
The brand said of its latest innovation in male fashion: 'In an era of smarter basics and harder-working essentials, the first layer is finally getting the attention it deserves - because great style doesn't start with the jacket, it starts underneath.'
Technology and Design
The Invisibles range uses an 'INFIN8' bonded elastic waistband, featuring a stitch-free join and follows on from the introduction of a Secret Support range, designed to help men keep a smooth silhouette. The Secret Support trunks even include an 'internal pouch' for 'exceptional comfort, added support, and a discreet lift'.
The men's underwear market in the UK is thought to be worth around £435 million and, as style and comfort innovations continue to evolve, is amongst the fastest-growing areas of the fashion industry.
Traditionally comfort has been the biggest factor in men's underwear, with anti-chafing and breathability amongst the features fuelling increased sales.
Market Context
Earlier this year, Men's Health revealed its best-rated underwear for men in the UK, including Randies Boxer Trunk Long for comfort, Lululemon's Always in Motion underwear for gymgoers and Uniqlo's Airism boxers for value for money.
- M&S Autograph 3-Pack Body Invisibles Trunks - Available in black or white
- M&S Autograph 3-Pack Body Invisibles Stretch Briefs - Available in black or white
- M&S Autograph 2-Pack Body Invisibles Stretch Sleeveless Vests - Available in black or white
- Randies Boxer Trunks Long - Available in five colours
- Uniqlo AIRism Boxer Briefs - Available in five colours
- Lululemon Always In Motion Boxers 5" - Available in three lengths
