High street stalwart Marks & Spencer is making a bold move in menswear by launching a new line of underwear designed to offer a 'subtle lift' and boost male confidence, in what is being seen as a potential equivalent to the push-up bra for men.
A New Era for Men's Underwear
The retail giant is introducing its innovative 'secret support pants', which utilise clever, discreet design to provide what the company describes as enhanced fit and all-day comfort. Made from cotton, these trunks feature an internal pouch engineered to discreetly lift and support.
Mitch Hughes, the director of menswear at M&S, stated that the new range is fundamentally 'about helping men feel their most confident'. The launch is being fronted by influencers Tom Sheard and Stanley Dru, who echoed this sentiment with the message: 'Size isn't everything, but confidence is.'
Broader Focus on Men's Wellbeing
M&S has positioned this product launch as part of a wider commitment to men's wellbeing. The pants incorporate what the retailer calls its Secret Support (TM) technology, promising a innovative solution through their design.
This underwear launch coincides with a significant shift in M&S's approach to its festive marketing campaign. The company is moving away from its traditional single 'hero' Christmas advertisement towards a more modern, phased strategy.
A Modernised Christmas Campaign
Instead of one major advert covering all product categories, M&S is launching several mini films and releasing content in chunks throughout the season. This new approach, conceived to reflect how customers actually shop in the lead-up to Christmas, will showcase a fuller range of M&S's fashion, home, and beauty products.
Sharry Cramond, M&S Fashion, Home & Beauty Marketing Director, explained the rationale: 'This year’s Christmas campaign is more modern and more relevant. It's rooted in what our customers are telling us'.
The strategy is based on research showing customers shop in distinct phases: starting with gifting, followed by partywear and homewear for hosting, and finally winter style for the New Year and colder weather. The targeted content will roll out across digital, social, print, TV, and out-of-home platforms from late October through December, creating what M&S describes as a 'continuous drumbeat of festive inspiration'.
