British retailer M&S has launched a new campaign ‘Nothing Neutral About It’ to challenge the prevalent choice in the lingerie market to label only light-coloured underwear ‘nude’ and ‘neutral’.
As well as a greater colour selection, the new range also has a greater range of sizes.
The campaign was produced in house with the input of their culture and heritage staff network.
M&S director of lingerie Laura Charles has cited the “global conversations around race and equality” over the last 12 months as part of the incentive for creating what they describe as a “better, more inclusive range”.
She also said that M&S “listened to our customers and colleagues told us we hadn’t got it right when it came to colour, both in the choices available and the way we talked about the neutral range.”
The new size range includes bras ranging from cup size AA to H and underwear from sizes six to 24 and the new colour options include ‘opaline’, ‘rich amber’, ‘rich quartz’, ‘rose quartz’ and ‘topaz’.
The store also described the influence of the “global conversation on racial inequality, following the horrifice death of George Floyd, as well as clear customer feedback on industry standard colour names such as ‘tobacco’.”
