Rosie Huntington-Whiteley Concludes 14-Year Lingerie Partnership with M&S

Rosie Huntington-Whiteley has ended her 14-year lingerie collaboration with Marks and Spencer, known as 'Rosie for Autograph.' The collection has been removed from M&S stores and the retailer's website, marking the conclusion of a partnership that began in 2012.

M&S stated that the decision to part ways was mutual, as the company is "evolving, modernizing and broadening" its lingerie offerings. A spokesperson for the retailer expressed pride in the collaboration, saying, "We're incredibly proud of what we built with Rosie. We wish her continued success in all that follows."

The 'Rosie for Autograph' line was launched in 2012 and reportedly exceeded sales expectations, with estimates suggesting one in 50 women own an item from the range. In 2017, the collaboration was noted for helping M&S sell 11 million clothing items, with lingerie identified as a key performing category for the brand during a period of market share loss in other areas. During the COVID-19 pandemic, the collection saw significant sales, with over 15,000 lounge bras and crop tops sold in April 2021.

In 2022 figures, sales for bras, including those designed by Huntington-Whiteley, were reported to be 40% higher than in 2020 and 13% up from 2019. The Bluewater store in Kent alone was fitting approximately 650 women monthly for bras from the range.

Huntington-Whiteley described her intention for the line as creating "inclusive and accessible" yet "elevated and luxurious" lingerie for "everybody." She shared instances of customers expressing how the lingerie made them feel "fantastic," calling it the most rewarding aspect of her work.

The model also reflected on her career, discussing how she learned to advocate for herself within the fashion industry, partly inspired by her fiancé, Jason Statham. She noted a shift in her approach around her mid-twenties, where she asserted more control over her career path.

Huntington-Whiteley and Statham, who have two children, have been together since 2010 and became engaged in 2016.