Marks & Spencer has collaborated with Ann Summers to debut a 148-piece capsule collection featuring crotchless lingerie. The range is currently available through the retailer's website and in select physical locations.
From £12 tights to £26 lace bodies
The new partnership introduces a provocative shift in inventory for Marks & Spencer , moving far beyond its traditional reputation for modest undergarments. According to the report, the 148-piece collection includes sheer black crotchless tights priced at £12 and red-and-black lace crotchless 'bodies' retailing for £26.. The range also features floral lace crotchless thongs, which are sold in packs of three for £20 and available in sizes 6 to 16.
These items represent a stark departure from the "Bridget Jones-style big knickers" typically associated with the brand.. By integrating these designs, Marks & Spencer is attempting to modernize its image, moving from functional staples to items designed for a more "flirty upgrade," as described on the Marks & Spencer website.
The 34 per cent market share and the Gen Z pivot
This strategic move is rooted in a broader effort to capture a younger demographic. Marks & Spencer currently holds a 34 per cent share of the female lingerie market and sells approximately 60 million pairs of knickers every year. As reported, the company saw a peak in these sales two years ago, a trend driven largely by demand from Millennial and Gen Z customers.
The shift suggests that Marks & Spencer recognizes a changing consumer appetite in the UK. To maintain its dominant market position, the retailer is diversifying its offerings to compete with more daring brands, signaling that the "trusted hand" of the high street is no longer content with playing it safe in the bedroom.
The 2011 'S&M Square Deal' legal feud
The collaboration is particularly surprising given the historical friction between the two companies. In 2011,Ann Summers launched a promotional campaign called the "S&M Square Deal," which was a direct parody of the famous dining offers provided by Marks & Spencer. This campaign led to threats of legal action from Marks & Spencer, who viewed the parody as an infringement or a brand risk.
At the time, Jacqueline Gold, the chief executive of Ann Summers, admitted that the marketing campaign had gone "a squeal too far." The transition from legal threats to a formal business partnership over the last 13 years highlights a significant shift in how Marks & Spencer views brand protection versus market expansion.
Mumsnet's 'porn knickers' backlash and the missing M&S response
Despite the corporate strategy, the launch has faced immediate criticism from traditionalist customers.. On the parenting forum Mumsnet, users have been scathing, with one member describing the items as "porn knickers" and another suggesting it would be cheaper to buy dental floss from Boots. These reactions underscore a tension between the brand's legacy as a provider of "stout , solid granny pants" and its new, provocative direction.
Several key details remain unverified or missing from the current reporting.. Specifically, Marks & Spencer has not issued a public statement addressing the Mumsnet backlash or explaining the long-term strategy behind the Ann Summers partnership. it remains unclear whether this 148-piece collection is a limited-time experiment or the beginning of a permanent shift toward adult-oriented lingerie.
Comments 0