British retailer M&S launches new neutral lingerie range

The range includes Body t-shirt bras and No VPL knickers, Body Flexifit crop tops, Wildblooms lace bras (including F- H) and knickers, Rosie exclusively for M&S silk and lace bras (including F-H) and knickers, cotton and lycra knickers, full slips with Cool Comfort and smoothing shorts with Cool Comfort. The neutrals offer is also being trialled in M&S’s First Bra range, Angel.

Working collaboratively with the M&S Culture & Heritage colleague network, as well as utilising wider colleague feedback, M&S Lingerie’s initial focus was on redefining its ‘neutrals’ (nude) underwear - staple items for most women’s lingerie drawer. The terms nude and neutral have generally been used for lighter skin tones and the offer at M&S was inconsistent and inadequate for all ethnicities, the company said in a press release.

“We are the UK market leaders in bras and knickers and with that comes a responsibility to ensure what we sell makes all of our customers feel fantastic. We listened when our customers and colleagues told us we hadn’t got it right when it came to colour; both in the choices available and the way we talked about the neutral shades,” said Laura Charles, director, M&S Lingerie.

The global conversations around race and equality over the last 12 months spurred us to go faster in creating a better, more inclusive range. From the product offer to the names, to the marketing, we have worked hand in hand with our colleague Culture & Heritage network to deliver a campaign we are proud of and an underwear range that provides more colours, more sizes and more choice so that all of our customers have the freedom to complement or contrast with their individual skin tone in a way that suits their own personal style."

The range is available on M&S stores and online channel.

Fibre2Fashion News Desk (KD)