M&S is facing online backlash for selling Ann Summers’ crotchless underwear—but this isn’t new for them. For years, they’ve quietly evolved their underwear line, offering everything from period pants to stoma-friendly styles and partnering with brands like Calvin Klein. Young shoppers are driving growth: a third of last year’s sales came from under-30s, doubling from the year before. Historically, M&S has led underwear innovation—from pre-shrunk cotton to global exports—and open-crotch styles were actually mainstream before the 1920s. So while it feels scandalous now, it’s just another chapter in underwear’s ever-changing story.
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