Marks & Spencer is making a bold statement with its first-ever cross-category underwear campaign, ‘Make an Understatement’.
The campaign, launching this Thursday, is also the retailer’s first dedicated men’s underwear campaign in over a decade.
M&S has long dominated the women’s underwear market, with a 39.5% share in bras and one in three women in the UK buying their knickers from the retailer.
Now, the brand is also leading in men’s underwear, holding a 19.2% market share, marking a 4.4% increase since 2021.
This new campaign presents a fresh, contemporary aesthetic that underscores innovation and expert craftsmanship in both womenswear and menswear.
By bringing both categories together, M&S is strengthening its reputation as the go-to destination for underwear while reinforcing its stylish yet practical approach to essentials.
The Men’s Autograph range is a key highlight, offering briefs, trunks, and boxers designed with 360 Flex™ technology, ensuring superior comfort with breathable, modal-rich fabric.
The collection features staple colours such as black, white, grey, navy, and blue, with seasonal additions like olive, taupe, and smoky green.
The colour palette has been carefully curated to align with the women’s lingerie collection, which also features black, white, navy, and smoky green to add a subtle hint of spring freshness.
Mitch Hughes, Director of Menswear at M&S, is thrilled about the campaign’s launch and the modern updates to the men’s range.
He emphasises that as market leaders, M&S must continue setting the standard for elevated, everyday essentials that merge style, comfort, and quality.
Hughes highlights the introduction of new 360 Flex™ technology and revised shapes and fits, including a refreshed classic woven boxer, which is expected to be a popular choice this summer.
Charlotte Davies, Lingerie Director, echoes this sentiment, stating that self-expression starts with how people feel, and for many, that begins with their underwear.
She describes the campaign as an invitation for customers to embrace simplicity and sophistication, proving that confidence doesn’t need to be loud.
M&S underwear, according to Davies, is about understated confidence, effortless style, and ultimate comfort.
The ‘Make an Understatement’ campaign officially launches on 20 February, with products available in stores and online.
The campaign will be hard to miss, spanning video-on-demand, billboards, digital platforms, and social media, aiming to reach an estimated 183 million people.
Key locations for the campaign’s out-of-home presence include Edinburgh, Liverpool, London, Newcastle, Leeds, and Manchester, with major placements in Canary Wharf and Bond Street.
M&S is reaffirming its status as the UK’s underwear market leader, ensuring that customers can continue to rely on the brand for high-quality, stylish, and comfortable essentials.
