M&S has turned heads once again by adding fashion heavyweights Calvin Klein and Tommy Hilfiger to its growing ‘Brands at M&S’ online platform.
This bold move brings a stylish selection of underwear, loungewear, lingerie, and swimwear into the retailer’s mix.
Shoppers can now browse Calvin Klein’s bestselling Icon Stretch line and pick up key pieces from the Tommy Hilfiger Spring 2025 collection.
More Tommy Hilfiger apparel is also set to land on the platform later in the year.
M&S already sells a bra every two seconds and supplies underwear to one in five men across the UK.
Now the addition of high-profile partners is expected to strengthen M&S’s grip on the £295 million underwear market.
With over 100 third-party brand partners already on board, M&S is clearly not slowing down.
Just 13.5% of core menswear customers currently shop third-party brands on the site.
That number is expected to grow with the arrival of Calvin Klein and Tommy Hilfiger, two names synonymous with modern, stylish essentials.
The move also opens the door for brand partners to reach more womenswear customers, making it a win on both sides.
It follows the launch of M&S’s ‘Make an Understatement’ campaign earlier this year – the first big underwear push for both men and women in over a decade.
That campaign alone signalled M&S’s intentions to reframe its fashion offering with bold, confident messaging.
Now with global names in the mix, the retailer is doubling down on its mission to blend credibility and convenience.
In the last 12 months alone, sales of third-party underwear have jumped 21% at M&S.
Nearly two million customers who shopped brands also added M&S’s core underwear to their baskets.
That cross-shopping behaviour is exactly what the retailer is banking on.
Nishi Mahajan, Director of Third-Party Brands at M&S, said the launch would “enhance our menswear offer” while making M&S “more relevant more often.”
The new ranges also aim to build on the strong loyalty male shoppers already have for Calvin Klein and Tommy Hilfiger.
With each brand boasting timeless designs and serious street credibility, their inclusion on the platform could reshape what customers expect from a high street staple like M&S.
The items are available to shop online now, making them accessible nationwide with the click of a button.
As M&S continues to evolve its fashion offer, one thing is clear – this isn’t just about pants and bras.
It’s about changing the conversation around what M&S stands for in 2025.
