M&S will be the first retailer to launch four different nude tones for lingerie, in a move set to mimic foundation make-up.
The new nude tones come as an addition to its Nearly Naked range, to which it will be introducing bras and knickers this January.
The four new tones are being launched in response to the success of a paler skin tone that was featured in former M&S collections.
The retailer measured a thousand women’s skin colours with a colour spectrometer and used the average of those skin tones to create four complementary cosmetic-like skin tones.
M&S head lingerie designer Soozie Jenkinson said: “They are designed to be like foundation underwear. We are very excited about that, because it is a very innovative range, but it is also designed to meet the fashion look for the season.”
The Nearly Naked collection has been designed to be super light weight and invisible under clothing. The new line will incorporate unique flocking technology, similar to that used on old flocked wallpaper, on the inside edges of the knickers and the bra wing, to provide comfort of fit and to ensure the pieces remain in place.
The collection will be available in stores and on the retailer’s website from February 2011.