Marks & Spencer has launched a new 148-piece lingerie collection in collaboration with Ann Summers, which includes items described as "crotchless." The collection, now available online and in select stores, has drawn criticism from some shoppers who question the brand's direction.
The range features several items designed to be provocative, including floral lace crotchless thongs priced at £20 for a pack of three, a red-and-black lace crotchless body for £26, and sheer black crotchless tights for £12. The M&S website lists 19 "crotchless" items as part of the collection.
The collaboration marks a significant shift for Marks & Spencer, a retailer often associated with more traditional and practical underwear. The brand, which holds a 34 percent share of the female lingerie market and sells approximately 60 million pairs of knickers annually, has seen a peak in sales driven by younger demographics in recent years.
However, the new offerings have not been universally welcomed. Online discussions reveal a mixed reaction, with some long-time customers expressing surprise and disapproval. On the parenting website Mumsnet, one user commented, "M&S's underwear dept is the home of stout, solid granny pants, not porn knickers." Another user questioned, "Who on God's green earth turns to M&S for sexy fun?"
This is not the first time the two brands have had a notable, albeit contentious, interaction. In 2011, Ann Summers was compelled to withdraw a promotional campaign that parodied an M&S dining offer, following a threat of legal action. At the time, Ann Summers' chief executive Jacqueline Gold acknowledged the campaign had gone "a squeal too far."