Marks & Spencer has discontinued the use of tape measures in its bra-fitting service, introducing a no-touch approach that relies on staff expertise rather than traditional measurements. The high street retailer stated that the updated method, already tested in 23 stores, is designed to create a more personalised and comfortable experience for customers.
New Fitting Process
Under the new system, the team of 2,000 M&S lingerie specialists will visually assess a customer's cup and band size before suggesting a selection of bras to try. While the process is largely hands-off, staff may step in to make minor adjustments where needed to improve fit and comfort.
Background and Controversy
The update follows controversy last year, when author J.K. Rowling publicly criticised the retailer amid a dispute involving a customer who said a transgender employee had offered to assist her teenage daughter in a store's lingerie department. The mother reported that her daughter was 'visibly upset and felt "freaked out"' after they were allocated a 'biological male' who was 'at least 6ft 2in tall'. At the time, M&S stated that fittings were carried out for female customers and conducted by female staff. The retailer apologised and offered a female fitter to assist them on their next visit to the store.
The incident occurred a few weeks before the Supreme Court ruling in April 2025 that biological men should not be allowed into women-only spaces. Rowling urged shoppers to boycott the store should M&S ignore the ruling.
Company Response
M&S told The Sun that the 'modernised' shift to visual fittings is unrelated to that dispute. It added that the move followed a 'successful trial', with current feedback being 'overwhelmingly positive'. M&S, which has offered bra fittings since the 1940s, said the change brings it into line with other lingerie specialists including Rigby and Peller and Bravissimo. The Daily Mail has contacted M&S for comment.
