Marks and Spencer has launched a new range of underwear in a significant step for fashion retailer’s inclusivity.
The British retailer is the first to introduce stoma knickers to its lingerie collection which are both “accessible” and “stylish”.
The latest design includes an internal pocket built into the underwear to support individuals living with a stoma.
The innovation highlights the brand’s commitment to offering lingerie that is inclusive, accessible and stylish.
The underwear is accessible and stylish
GETTY / M&S
M&S brought the creation to life with the support of Colostomy UK to create a knicker specifically designed with an internal pocket.
Jiggy Sohi, clothing & home colleague at M&S Support Centre in London, said: “I’ve been living it large – without a large intestine – with a stomach in its place to collect my waste.
“For years I’ve known there is a real gap in the market for stoma knickers and last year I built the confidence to do something about it.
“I knew that being part of the M&S family, I had the opportunity to make a change which would empower women to feel more confident, more beautiful and more included.
“I’m overjoyed that M&S are now the first high street retailer to launch stoma knickers.”
More than 200,000 people in the UK live with a stoma with no access to the right underwear on UK high streets.
M&S first introduced post-surgery bras more than 20 years ago on the back of customer demand, with the range eventually growing to a collection of 24 products.
Last year, the brand launched the first-of-its-kind clip-on pocket to give customers the option to wear their own prosthesis with any bra.
Soozie Jenkinson, head of lingerie design at M&S, said: “We are incredibly proud to be the first UK high street retailer to launch a range of stoma knickers.
“As the UK market leaders in lingerie, with that comes a responsibility to ensure our products are not only accessible and inclusive to all our customers – but make them feel great.
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M&S is the first UK high street retailer to sell stoma knickers
M&S
“We have worked very closely with Colostomy UK as well as our colleagues and customers 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 – whilst looking stylish.”
Libby Herbert, CEO of Colostomy UK, said: “With over 200,000 individuals estimated to be living with stomas in the UK, as a charity, we were thrilled when the M&S lingerie team approached us regarding the development of their first stoma knicker range for women.
“The launch of this inclusive product signifies a significant step forward in addressing the need for accessible underwear options for those living with stomas and will enable them to shop with confidence and ease for the first time on the British high street.
“M&S bring over 95 years of lingerie innovation, design and expertise of the stoma knicker market with the introduction of this range, providing a choice of stylish and affordable stoma knickers.”