M&S unveils first-ever underwear campaign for men and women

M&S is set to unveil its first ever cross business underwear campaign across womenswear and menswear, called ‘Make an Understatement’.

The retailer said the campaign, which is its first men’s underwear campaign for 10 years, “delivers a fresh, dynamic aesthetic, with a focus on contemporary design and everyday style, underpinned by innovation and industry leading expertise”.

Bringing together womenswear and menswear, M&S said it is leveraging its market leading position in the underwear category as it “continues drive style perceptions and grow market share” in its clothing and home business.

The high street giant has maintained its market leading position in women’s underwear for over five years with a 39.5% share in bras and 1 in 3 women in the UK buying their knickers from M&S.

Now, the business also leads in men’s underwear with a 19.2% share of the market, up 4.4% from 2021.

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The new Men’s Autograph underwear collection features briefs, trunks, and boxers crafted with the retailer’s own 360 Flex technology, offering breathable fabric.

Available in a core palette of black, white, grey, navy, and blue—with seasonal additions such as olive, taupe, and smoky green—the range is designed to coordinate with the Women’s lingerie collection. The women’s styles are offered in black, white and navy, alongside smoky green.

M&S clothing & home menswear director Mitch Hughes said: “The team and I are beyond excited to launch our first men’s underwear campaign in 10 years. As the market leader in the UK, it’s only right we continue to lead the way with elevated, everyday essentials that deliver style, comfort and quality to our customers.

“The powerful campaign and collection are all about 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 have introduced brand new 360 Flex technology to the range as well as updating our shapes and fits – including our new classic woven boxer as we see this trend for summer.”

Lingerie director Charlotte Davies added: “We believe that self-expression starts with how you feel, and for many of us, that begins with the underwear we choose to wear. With our new campaign, we’re inviting customers to embrace simplicity, subtlety, and sophistication – showing you don’t need to shout to stand out. Marks & Spencer underwear is about understated confidence, comfort, and an effortless style that feels as good as it looks”.

The ‘Make an Understatement’ campaign launches on Thursday 20 February with products available for customers to shop in-store and online.

Running across VOD, billboards, digital and social platforms, the campaign will be unmissable, reaching an estimated 183 million people across all channels.

Earlier this month, M&S unveiled a raft of changes to its leadership team as part of its ongoing transformation of its clothing, home and beauty division.

Current MD of its Clothing & Home arm Richard Price, who has been in the position since 2020, will be stepping down after a handover period at the end of April.

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