Marks & Spencer Launches First-Ever Cross-Business Underwear Campaign
Marks & Spencer (M&S) unveiled its first-ever cross-business underwear campaign, Make an Understatement, bringing together womenswear and menswear in a single marketing initiative.
M&S maintained its market-leading position in women’s underwear for over five years, holding a 39.5% share in bras, with 1 in 3 women in the UK purchasing their knickers from the retailer. The company also became the leader in men’s underwear, achieving a 19.2% market share, an increase of 4.4% since 2021.
The campaign, marking the first men’s underwear campaign in a decade, introduced a modern, dynamic aesthetic focused on contemporary design and everyday style, underpinned by innovation and industry expertise. By combining womenswear and menswear, M&S leveraged its leading position in the underwear market to enhance style perceptions and expand its clothing and home business.
The Men’s Autograph underwear range featured briefs, trunks and boxers, incorporating 360 Flex technology with a soft, breathable modal-rich fabric. Available in black, white, grey, navy and blue, with seasonal updates including olive, taupe and smoky green, the collection complemented the women’s lingerie line, which also introduced matching shades for a coordinated look.
Mitch Hughes, Menswear Director, stated, “The team and I were beyond excited to launch our first men’s underwear campaign in 10 years. As the market leader in the UK, it was only right for us to continue leading the way with elevated, everyday essentials that deliver style, comfort and quality. The campaign and collection focused on providing the perfect fit and empowering customers to feel confident in making an understatement with their everyday underwear. That’s why, for the first time, we introduced brand new 360 Flex technology and updated our shapes and fits, including a new classic woven boxer for summer.”
Charlotte Davies, Lingerie Director added, “We believed that self-expression started with how you feel, and for many, that began with the underwear they chose to wear. With our campaign, we invited customers to embrace simplicity, subtlety and sophistication – proving that you don’t need to shout to stand out. M&S underwear was all about understated confidence, comfort and effortless style that felt as good as it looked.”
The Make an Understatement campaign launched on Thursday, February 20, with products available in-store and online. Running across VOD, billboards, digital and social platforms, the campaign reached an estimated 183 million people. Its OOH presence dominated Edinburgh, Liverpool, London, Newcastle, Leeds and Manchester, with dual-screen displays in Canary Wharf and Bond Street.
