How many of you can’t wait to take your bra off the second you get home? Visible panty lines a constant battle? And are you still wearing scratchy, chafing lace that might look sexy in the boudoir - but does nothing for real life?
We’ve all been there, but thankfully things are changing. Women are no longer choosing lingerie for anyone but themselves. Today, we’re seeking perfectly fitted pieces that provide a second skin and seamless foundation under clothes - because there’s nothing unsexy about that level of comfort.
"Sexy today looks very different to how it once did, and that’s a really positive shift," says Charlotte Davies, director of lingerie at Marks & Spencer. "Women are making very deliberate, self-led choices when it comes to lingerie. And they are dressing for themselves."
One in three women buys her knickers at M&S, and a bra is sold every two seconds - so what impact has this month’s launch of M&S Body, its biggest of the decade, had?
"The response has been phenomenal. Our community has embraced Body with real excitement, and we’ve seen enormous engagement across social, with customers and creators calling it a genuine game‑changer."
Its hero product, the Body Soft Wired Full Cup T-shirt Bra, which is available in a cup size A-E has seen a 400% uplift in searches. And one week post-launch, Body by M&S has seen triple‑digit search growth across other key categories in the range.
Most importantly, this launch offers inclusive sizing from 30B up to 46H in bras, and includes broader skin tones, alongside post-surgery options. "Inclusivity isn’t a trend for us, it’s fundamental to what M&S lingerie has always stood for.
"When you see the campaign imagery featuring Jill Kortleve, Amelie Manzoli and Naomi Wijand, it reflects exactly what Body represents: different bodies, different needs, and one collection that supports all of them."
Other solutions include seamless finishes like laser-cut edges and flexible injectable boning that moves with the body - sculpting and smoothing designs, no VPL knickers, padded bras - and a perfect pair of bum-sculpting briefs you never knew you needed.
Shop the Body by M&S collection here.
The best of the rest...
WACOAL
Offering balconette, full-cup, plunge, strapless, and moulded styles up to an FF cup and beyond, Wacoal is a premium Japanese lingerie and shapewear brand known for its expertly engineered support and use of high-quality fabrics.
CALVIN KLEIN
For those leaning into ’Nineties nostalgia, especially those who’ve watched Love Story or are inspired by Carolyn Bessette-Kennedy’s effortless style - this is probably the underwear that defines the era. If the iconic Calvin Klein waistband feels too bold, there are quieter, more refined alternatives that capture the same minimalist appeal.
COMMANDO
At the heart of luxury intimates brand Commando is founder Kerry O'Brien, who personally fit-tests each design to ensure precision and comfort. Though it sits at a more elevated price point, the label is celebrated for its expertly engineered, seamless underwear that disappears beneath clothing. Its offering centres on high-quality microfibre pieces, from barely-there thongs and panties to bralettes, leggings, and sculpting bodysuits.
SPANX
They’ve come a long way since Bridget first wore a pair for a romantic evening with Daniel Cleaver in Bridget Jones's Diary. Yet shapewear remains at the heart of the concept. Founded in 2000 by Sara Blakely, Spanx is known for its innovative, targeted compression garments designed to smooth, sculpt, and support the body.
SKIMS
© COPYRIGHT:JOSHUA WHITE/JWPictures.COMFounded in 2019 by Emma Grede and Kim Kardashian, shapewear, loungewear, and underwear brand SKIMS is recognised for its inclusive approach to sizing and high-profile celebrity campaigns. Known for celebrating and enhancing the body rather than concealing it, it’s designed to smooth, support, and accentuate natural curves.
THE PARK
Sustainable luxury essentials brand The Park, founded in 2024 by Sarah Bonello, is built around eco-conscious innovation, using Pyratex Power 3 - a wood-based, contouring fabric prized for its durability and elevated feel. Its lingerie is designed to move seamlessly with the body, combining comfort and function to make everyday dressing and living that little bit easier.
