Marks & Spencer has faced online criticism for selling Ann Summers crotchless knickers, but the article argues the move is a relatively unsurprising extension of its broader lingerie range. It reflects M&S’s effort to offer more choice, attract younger shoppers and expand its online third-party brand strategy, rather than a fundamental break with its long history in underwear retail.

Ann Summers products, including bras and chemises, now sit alongside brands such as Pour Moi and Calvin Klein on the M&S website. M&S says under-30s accounted for a third of its underwear sales in 2024, twice the proportion in 2023, while the retailer has sold underwear since the 1920s and has repeatedly adapted to changing fashions, from full briefs to thongs, period pants and stoma-friendly designs. A retail consultant also suggests the controversy may generate attention that encourages customers to browse and make other underwear purchases.