M&S promotes fuller-bust lingerie in digital ad

Marks & Spencer has released a digital campaign aimed at promoting its fuller-bust lingerie range and a positive body image.

The minute-long video, by Adjust Your Set, features model Lucy Bayet showcasing the range, which has been designed for women with cup sizes DD and above.

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Bayet says the time has come “to celebrate all sizes” and describes the importance of a well-fitting bra in making women feel comfortable and confident.

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“It makes such a difference,” she adds. “[When wearing the M&S range] I felt very feminine, very sexy, yet comfortable, held in, supported – everything you need in lingerie.”

M&S wanted to create a film that empowered women to feel body confident whatever their size.

After being given this brief, Adjust Your Set utilised research from the Female Body Survey, uncovering that only 3% of women in the UK are totally happy with their body; 73% think about their size or shape every day and six out of 10 said their body image made them feel depressed.

Embracing this research and acting on the brief, Adjust Your Set used an all-female team to make the film. "The end result is a video about positive body images and emphasizing the importance of body acceptance," the digital content production firm said.

M&S head of brand and marketing for beauty and lingerie Maria Koutsoudakis commented: “In this campaign we want to celebrate the range for larger cup sizes – DD and above – and show that we understand that women want bras that are aspirational, beautiful and feminine as well as being comfortable and functional. Working with AYS, we have created a beautiful celebration of our product and consumer. It has resonated well with our customers and performing above our expectations.”




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