Nothing Neutral About It: UK’s Biggest Bra & Knickers Retailer Redefines its “Neutral” Lingerie - offering MORE COLOURS, MORE SIZES & MORE CHOICE
Today (Monday 21st June 2021), M&S is proud to be launching its latest lingerie range – new neutrals. The offer is supported by a bold and relevant customer campaign – “Nothing Neutral About It”.
The new neutrals offer is a clear and simple proposition for all women – more colours, more sizes & more choice within neutral (also known as nude) bras & knickers. This new range gives customers the freedom to complement or contrast their skin tone. Customers can opt for a size, style and colour that makes them look good and feel great.
Nothing Neutral About It - The Process
M&S has one of the biggest size ranges on the High Street (AA – H on bras & 6 – 24 on knickers) and has led the way on many aspects of lingerie inclusivity – from post-surgery bras to representative models, but in recent years the retailer has recognised the need to do moe. With changes already in motion to really redefine inclusive colours within lingerie, last year the team was driven to go harder and faster, fuelled by the global conversation on racial inequality, following the horrific death of George Floyd, as well as clear customer feedback on industry standard colour names such as ‘tobacco’.
Working collaboratively with the M&S Culture & Heritage colleague network, as well as utilising wider colleague feedback, M&S Lingerie’s initial focus has been 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. What the team has now created in ‘new neutrals’ is a truly inclusive range – a selection of our customer’s favourite styles available in five great shades named Opaline, Rich Amber, Rich Quartz, Rose Quartz & Topaz. The crystal & gemstone theme signifies things that are special and precious and was selected with the Culture & Heritage network to reflect the shades.
Nothing Neutral About It - The Product
The new neutrals range brings together M&S bestsellers to create an offer for all women. The range includes:
- ‘Body’ (smoothing) T-Shirt bras and No VPL 3 pack Knickers
- ‘Body’ (smoothing) Flexifit™ crop tops
- Wildblooms lace bras (including F- H) and knickers
- Rosie exclusively for M&S silk & lace bras (including F-H) and knickers
- Cotton / Lycra 5 pack knickers
- Full Slips with Cool Comfort TM
- Smoothing shorts with Cool Comfort TM
The neutrals offer is also being trialled in in M&S’s First Bra range, Angel.
The entire range is available now on M&S.com. Selected products are also available in selected M&S stores.
Nothing Neutral About It - The Marketing
The campaign features fantastic models all with unique styles, talents, and stories. They all share a passion for showing beauty in different shapes, styles, sizes, and colours. Each model picked their own lingerie and how they wanted to pose for the campaign – as well as the clothing items that feature, including denim & knitwear. These images show neutrals can be worn boldly and beautifully. The campaign imagery will be used across all of M&S’s channels, from social to store signage – setting the tone for how M&S Lingerie will show up for customers – with energy, confidence & style.
Laura Charles, Director, M&S Lingerie commented: “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.
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’ve worked hand in hand with our colleague Culture & Heritage network to deliver a campaign we’re 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."
Notes to Editors
*Further details on the women in the campaign
Emma & Olivia
Emma (Models1) is a Model, Photographer and UN Women UK Ambassador
Olivia (Zone Models) is a model and finance graduate
Simone (top), Zuzu (bottom)
Simone (IMM Agency Model) is a Dancer & Wellness Advocate
Zuzu (Milk) is a melancholic soul who says she is learning to appreciate her body so she can teach others to love theirs
Poppy & Ariish, Mia
Poppy (IMM Models) enjoys fashion, illustration and being with her lgbtq+ family
Ariish (Milk) is an activist for invisible disability and a woman of diversity
Mia (Grey Model Agency) is a silver hair influencer and black music culture guru