Marks & Spencer has reported a dramatic shift in lingerie preferences, with its new Body collection sparking a 400% surge in searches for its hero product, the Body Soft Wired Full Cup T-shirt Bra. The launch, described as the retailer's biggest of the decade, reflects a broader trend of women prioritising comfort and fit over traditional notions of sexiness.
Charlotte Davies, director of lingerie at M&S, said: 'Sexy today looks very different to how it once did, and that’s a really positive shift. Women are making very deliberate, self-led choices when it comes to lingerie. And they are dressing for themselves.' The collection has seen triple-digit search growth across key categories since its launch.
The Body range offers inclusive sizing from 30B to 46H, broader skin tones, and post-surgery options. 'Inclusivity isn’t a trend for us, it’s fundamental to what M&S lingerie has always stood for,' Davies added. Campaign imagery features models Jill Kortleve, Amelie Manzoli, and Naomi Wijand, reflecting diverse bodies and needs.
Key innovations include seamless laser-cut edges and flexible injectable boning that moves with the body, along with no-VPL knickers and bum-sculpting briefs. M&S currently sells a bra every two seconds, with one in three women buying their knickers from the retailer.
The shift towards comfort-driven lingerie is echoed by other brands such as Wacoal, Commando, Spanx, SKIMS, and The Park, all of which emphasise seamless designs and inclusive sizing. However, M&S's Body collection has been hailed as a 'game-changer' by customers and creators, marking a new era in everyday lingerie.
