M&S launches BODY lingerie range focused on comfort and confidence

Marks & Spencer has turned one of retail’s most dependable categories into a full-scale reset. BODY, a 300-piece lingerie range spanning bras, briefs, shapewear and essentials, launched this April as what M&S called its “most significant lingerie introduction to date,” with prices starting at £16 and a design language built around 360-degree stretch, seamless laser-cut edges and injectable boning.

That matters because the range is not trying to seduce shoppers with lace for lace’s sake. It is built as a solution system, with lines such as Body Invisibles and Body Sculpt aimed at the daily reality of getting dressed, layering, moving and, eventually, wanting the bra off. M&S says customer research found that 99% of women prioritise comfort, 89% want lingerie that boosts confidence, 68% cannot wait to take their bra off at the end of the day and 45% do not believe stylish underwear should cost more. BODY reads like a response to that mood shift, where lingerie has to disappear under clothes, work harder in the wardrobe and still feel considered.

The retailer has the numbers to make that argument with force. One in three UK women buys her knickers at M&S, and the company says a bra is sold every two seconds. In 2024, bra market share reached a record 38.2%, with bra sales up 5% and knicker sales up 3%. M&S also sold 21 million bras in 2022 and said it fitted more than 900,000 customers a year, a scale that helps explain why the chain can credibly position itself as a fit authority rather than just another high-street label chasing trends.

There is also a neat sense of continuity to the launch. M&S opened its Drapery department, which included lingerie, in 1926, and the oldest bra in its archive dates from the late 1920s. BODY packages that history for a customer who wants modern ease, not museum language: a contemporary aesthetic, performance-minded construction and enough price accessibility to keep the proposition grounded.

The collection also slots into a broader fashion strategy at M&S, where underwear is being treated as a growth engine rather than a side business. The brand now has more than 100 third-party partners on Brands at M&S, and in 2025 it added Calvin Klein and Tommy Hilfiger underwear, lingerie, loungewear and swimwear to its online platform. BODY is the homegrown answer to that move, proof that M&S wants to own the everyday underlayer as decisively as it owns value. In a market that now prizes comfort, inclusivity and function, that is exactly where the smart money is being placed.