First published: 12/08/2024
Marks & Spencer (M&S) has launched a groundbreaking new range of stoma-friendly knickers, providing a stylish and affordable solution for the estimated 200,000 people across the UK living with stomas. This latest offering marks a significant milestone in inclusive fashion, as M&S becomes the first UK high street retailer to address the specific needs of stoma patients with a chic and budget-friendly product.
A stoma is a surgically created opening on the body’s surface that allows waste to be diverted from the intestines or bladder into an external bag. While life-changing for those requiring alternative ways to manage waste due to illness or surgery, living with a stoma can present unique challenges, particularly when it comes to finding comfortable, supportive, and attractive underwear.
Recognising this gap in the market, M&S set out to create a range of stoma-friendly knickers that not only meet the practical needs of stoma patients but also allow them to feel confident and beautiful. The collection was developed in collaboration with Colostomy UK, with input from a group of 20 women who tested and trialed the designs to ensure they met the highest standards of comfort and functionality.
Jiggy Sohi, an M&S employee who lives with a stoma herself, was the driving force behind the launch. After submitting the idea for consideration, she played a pivotal role in bringing the range to life. “I knew that being part of the M&S family, I had the opportunity to help make a change which would empower women to feel more confident, more beautiful, and more included,” Sohi said.
The new collection features two styles of underwear, including lace options for those moments when a touch of elegance is desired. Made from soft and comfortable cotton with control stretch, the knickers are available in a range of colour-ways. Importantly, they are designed to pair perfectly with M&S’s best-selling bras, allowing customers to create matching sets that combine practicality with style.
The stoma-friendly knickers are available for purchase online at marksandspencer.com and in M&S retail stores nationwide, starting at just £18. Additionally, the range is VAT-exempt, making it an even more accessible option for those seeking comfortable and fashionable stoma support.
This launch represents a significant step forward in inclusive fashion, demonstrating M&S’s commitment to meeting the diverse needs of its customers while ensuring that everyone can feel confident and stylish, regardless of their personal circumstances.
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