Knickers in a twist: why M&S selling crotchless underwear isn’t as outrageous as it seems

Some have called it ‘S&M’, but partnership with Ann Summers is less a scandal than another step in a century of evolving underwear trends, experts say The news that Marks & Spencer is selling Ann Summers crotchless knickers on their website has been greeted – as might be expected – with outrage online, being described as everything from “tawdry” to “S & M”. But it could be this is just the latest evolution in what the UK’s biggest underwear retailer has available for the smalls drawer. In recent years, the store has sold vastly different options through its own products, ranging from full-brief knickers to thongs, period knickers and those that can be used by women who wear stomas. The introduction of other brands in clothing came five years ago, with underwear included. Ann Summers – which is selling bras and chemises as well as knickers on the M&S website – lines up alongside lingerie brands including Pour Moi and Calvin Klein. Catherine Shuttleworth, the chief executive of retail consultancy Savvy, sees it as part of wider strategy. “They’ve started introducing brands to bring them into sectors that probably isn’t their core,” she says. “And this