Marks & Spencer Unveils ‘Make an Understatement’ Campaign, Merging Women’s and Men’s Underwear Collections

Marks & Spencer Unveils ‘Make an Understatement’ Campaign, Merging Women’s and Men’s Underwear Collections

(IN BRIEF) Marks & Spencer (M&S) is launching its first-ever integrated campaign for both women’s and men’s underwear, ‘Make an Understatement,’ marking a decade since its last men’s underwear campaign. With a fresh approach and innovative design, the campaign will highlight M&S’s leadership in the UK market across both categories.

(PRESS RELEASE) LONDON, 19-Feb-2025 — /EuropaWire/ — Marks & Spencer (M&S) is set to launch its highly anticipated ‘Make an Understatement’ campaign this week, marking the retailer’s first-ever cross-business underwear campaign that unites both women’s and men’s collections. The campaign is also significant for M&S as it is the first men’s underwear campaign in 10 years, reflecting the brand’s ongoing innovation and dominance in the market.

M&S has long held the title of market leader in women’s underwear, boasting an impressive 39.5% share in the bra category. Today, 1 in 3 women in the UK choose to buy their underwear from M&S. The retailer has also made significant strides in men’s underwear, holding a 19.2% market share, a notable increase of 4.4% from 2021.

The ‘Make an Understatement’ campaign is built around a fresh, modern aesthetic that emphasizes everyday style, innovative design, and the brand’s industry-leading expertise. With a focus on both men’s and women’s underwear, M&S is continuing to drive style perception while increasing its market share in the Clothing and Home business.

The campaign features M&S’s Men’s Autograph underwear range, which includes briefs, trunks, and boxers. A highlight of the collection is the introduction of 360 Flex™ technology, which provides a soft and breathable modal-rich fabric for enhanced comfort. Available in a versatile color palette that includes classic black, white, and navy, alongside seasonal shades such as olive, taupe, and smoky green, the range complements the women’s collection, which also incorporates these colors.

Mitch Hughes, Director of Menswear at M&S, shared his excitement about the campaign, stating, “We are thrilled to launch our first men’s underwear campaign in a decade. As the market leader, we aim to continue offering elevated everyday essentials that deliver style, comfort, and quality. The new campaign and collection focus on providing the perfect fit, empowering customers to embrace understated confidence with their everyday underwear.”

Charlotte Davies, Director of Lingerie at M&S, added, “We believe self-expression begins with how you feel, and for many, that starts with the underwear they choose to wear. With this campaign, we invite customers to embrace simplicity, sophistication, and subtlety. M&S underwear offers effortless style, confidence, and comfort that looks as good as it feels.”

The campaign will launch on Thursday, February 20, with the products available for customers to shop both in-store and online. The campaign will have a broad presence across VOD, billboards, digital, and social platforms, reaching an estimated 183 million people across all channels. Major cities like Edinburgh, Liverpool, London, Newcastle, Leeds, and Manchester will feature prominent out-of-home (OOH) displays, with dual screens in key locations such as Canary Wharf and Bond Street.

Media Contact:

Corporate.Press@marks-and-spencer.com
Telephone: 020 7935 4422

SOURCE: Marks and Spencer