M&S introduced ‘Lingerie Day’ to the UK today in an attempt to raise the profile of intimate apparel amongst the British people.
The US and Brazil already have an annual event to celebrate their respective intimate apparel sectors, titled National Underwear Day, but today is the first time that the concept has been brought to the UK market.
The retailer claims that the day is an opportunity for members of the public to take a look at their underwear drawer and ask, ‘is my underwear really working for me?’
In a statement, M&S said: “Ask yourself ‘do I have the right shapewear for my figure and needs?’, ‘are those greying knickers ready for the bin?’, ‘Do I wear the right size bra?’ Women ask themselves these questions every day and what better way to get a grip on your undies than by celebrating Lingerie Day with M&S!”
The retailer has appealed to every woman, from office workers to stay at home mums, to wear their best underwear today in order to celebrate the occasion.
High street retailer M&S currently dominates the UK intimate apparel industry, selling over 21 millions bras a year and 60 million pairs of knickers.
Click here for more information on the M&S lingerie intitative.