Marks & Spencer (M&S) has expanded its lingerie offering to include crotchless underwear through a new collaboration with Ann Summers, marking a notable shift for the retailer traditionally associated with practical and modest undergarments. The collection, which launched online and in select stores on July 30, 2026, features a range of items including three-packs of floral lace crotchless thongs priced at £20, a red-and-black lace crotchless bodysuit for £26, and sheer black crotchless tights available for £12.
This 148-piece capsule collection, part of the “Brands at M&S” initiative, aims to broaden customer choice by incorporating third-party brands that complement M&S’s core offerings. The floral lace crotchless thongs come in sizes 6 to 16 and are described on M&S’s website as low-rise, flirty pieces with comfortable stretch and scalloped edging. The tights are marketed as merging the sensual look of traditional stockings and suspenders with the convenience of tights.
M&S, which holds a 34 percent share of the female lingerie market and sells approximately 60 million pairs of knickers annually, has experienced a peak in sales driven by Millennials and Gen Z consumers in recent years. However, the decision to introduce such provocative products under its brand umbrella has sparked mixed reactions.
Some customers and commentators expressed surprise and disapproval, citing the contrast with M&S’s traditional image as a purveyor of more conventional underwear. Discussions on parenting forums like Mumsnet revealed critical voices, with some users questioning the appropriateness of the new collection for the retailer’s typical customer base. Comments ranged from characterizing the department as the home of “stout, solid granny pants” to questioning who turns to M&S for “sexy fun.” Others lamented the proliferation of such products in mainstream retail, expressing a desire for modesty in familiar shopping environments.
The partnership marks a notable development given the retailers’ historical interactions. In 2011, Ann Summers abandoned a campaign that parodied M&S’s dining promotions following a legal threat, with Ann Summers’ chief executive at the time describing it as having “gone a squeal too far.”
An M&S spokesperson emphasized that the collaboration aligns with the company's strategy to offer customers greater variety through curated third-party brands, while highlighting that crotchless items are only sold online, with discreet delivery options available.
The durability of consumer interest in this lingerie range remains uncertain as the retailer navigates the balance between broadening its portfolio and maintaining its longstanding brand identity.