WHEN it comes to knickers, M&S certainly know what they’re doing.
In the last year they have sold a whopping 60 million pairs of pants, with official M&S figures revealing that one in two Brits bought their underwear there.
For more than 95 years, good old Marks & Sparks have been staying on top of their game, responding to trends and moving with the times.
Nothing proved this more than when they launched their range of leak-proof ‘period pants’ in 2020.
They are now market leaders in this category, with 6,000 packs being sold every week in the last year.
But not one to rest on their laurels, the brand is now branching out into new territory and, from tomorrow, will be offering a range of underwear designed specifically for customers with stoma bags.
Working alongside charity Colostomy UK, they have created pants that are both stylish and comfortable, while also accommodating single or multiple stoma bags.
A COLOSTOMY is an operation on the colon – a part of the bowel.
It diverts one end of the colon through an opening in the tummy, known as the stoma.
This means that the person can no longer pass poo.
The poo is instead collected in a stoma bag, which is placed over the opening.
Many people have to undergo a colostomy due to illness.
These can include:
A stoma may also be necessary due to genetic disorders, birth abnormalities, after trauma to the abdomen, and following radiotherapy.
With more than 200,000 women living with stomas in the UK, they clearly spotted a gap in the market – and responded.
Soozie Jenkinson, Head of Lingerie Design at M&S says: “We have worked very closely with Colostomy UK and women living with stomas and by listening and responding to their needs, we have developed a range of knickers that are designed to provide comfort, support and all-day confidence.”
A quick Google search of ‘stoma knickers’ will show you uninspiring colours and £20 plus price tags for a single pair of pants from medical suppliers.
In comparison, M&S’ packs cost just £18 for three briefs.
And it’s not a case of having to wear big Bridget Jones-style pants just because you have a stoma – the design is in line with M&S’ classic brief shape, which accounts for a third of all their knicker sales.
And they’re available in their Brazilian knicker, too.
In terms of colour options, they come in packs of black and various shades of pink and nude.
They are cleverly designed, too. Inside, the briefs have elastic at the pocket opening, which keeps the stoma bag in place all day and night.
Libby Herbert, CEO of Colostomy UK, said the fact that M&S have addressed the demand for this much-needed underwear is hugely significant.
“Accessible underwear options for those living with stomas will enable them to shop with confidence and ease for the first time on the British High Street,” she says.
Also available in the stoma-friendly knicker range will be their High Leg and Brazilian styles with lace designs at £20 for a pack of three.
And they’ve created the underwear to match their bestselling bra styles, too.
Well done M&S – there’s nothing pants about this range, that’s for sure.
Deputy Fashion Editor Abby McHale revealed to Fabulous why M&S is the shop of the moment. She explained:
“M&S has really pulled it out of the bag this season, there is so much good product to be excited about.
“A brand once known for its ‘frumpy fashion’ that notion is long gone with it now being one of the leading high street stores for womenswear.
“Its handbag range in particular is super strong with them selling 170% vs plan, with lots more designer dupes for just a fraction of the price.
“The brand is now also the #1 for style perceptions, compared to the #3 spot it had last year, this comes from a really strong design team focused on modernising the brand, not only taking into consideration how the pieces look, but how easy they are to wear also.
“Price is also a big factor with you being able to get many good quality pieces all for under £30.
“After having a sneak peak of the upcoming collection there are so many more amazing pieces that are dropping over the next few months to keep your eyes on.
“Think leopard print dresses, colourful co-ords, embroidered boho jackets, plus lots of swimwear and amazing accessories, as well as great wardrobe staples that will last year on year.”
