Marks & Spencer reveals debut underwear campaign across womenswear and menswear

This week, Marks & Spencer is set to launch its first-ever cross-business underwear campaign, ‘Make an Understatement’, spanning both womenswear and menswear.

The legacy British retailer has held a market-leading position in women’s underwear for over five years, boasting a 39.5% share in bras and with one in three women in the UK purchasing their knickers from Marks & Spencer. Now, it has also secured the top spot in men’s underwear, holding a 19.2% market share—an increase of 4.4% since 2021.

Marking Marks & Spencer’s first men’s underwear campaign in a decade, the launch introduces a modern aesthetic that aims to highlight contemporary design and everyday style, supported by industry-leading innovation and expertise. By uniting womenswear and menswear, Marks & Spencer is leveraging its position in the underwear category to enhance style perceptions and further expand its Clothing & Home market share.

The new Men’s Autograph underwear collection features briefs, trunks, and boxers crafted with Marks & Spencer's own 360 Flex technology, offering soft, breathable, modal-rich 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, bringing a subtle injection of spring colour.

Mitch Hughes, Clothing & Home Menswear Director, 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.”

Charlotte Davies, Lingerie Director, also commented: “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”.