VA VA VOOM: In the wake of its first runway show last month, Marks & Spencer is delving deeper into fashion with a luxury edge, partnering with the high-end lingerie brand Coco de Mer on a racy collection that’s set to launch Thursday at M&S online and in some of the retailer’s U.K. stores.
M&S, known for its bra fitting services and array of underwear, tights and socks, said it wanted to bring “a new vision of luxury-inspired lingerie” to more women, and has channeled its expertise in fit, quality and value into the Coco de Mer shapes.
Coco de Mer is a label with boudoir flair — think Florence Pugh as Cathy Ames in Netflix’s “East of Eden” — and sells at retailers including Harrods. The brand also has its own shop in London‘s Belgravia.
The 24-piece M&S collection includes satin, lace and signature detailing in silhouettes that have never been seen before on the M&S shop floor. The sizing is inclusive, and prices range from 15 pounds to 55 pounds. London-born Alva Claire is the face of the campaign.
Charlotte Davies, lingerie director at M&S, said that for more than 100 years the retailer “has helped women feel confident through beautifully designed, innovative lingerie that combines exceptional fit, quality and value. This collaboration with Coco de Mer felt like a natural partnership because we share a belief in the power of lingerie. This is lingerie designed to be experienced as much as admired.”
Lucy Litwack, chief executive officer of Coco de Mer, said: “We’ve always wanted to bring [our] philosophy to more women, and this partnership allows us to do exactly that. By combining our design DNA with M&S’ expertise, scale and manufacturing capabilities, we’ve been able to create a collection that feels authentically Coco de Mer, but at a much more accessible price point.”
She added: “At the heart of both brands is a shared belief in making women feel good about themselves. We may approach it in different ways, but ultimately we’re both passionate about helping women feel confident, empowered and beautiful, which makes this such a natural partnership.”
Litwack believes luxury brands and high street retailers can make a good match.
“There’s a real opportunity to bring the creativity, desirability and emotional connection of luxury brands to a broader audience. Luxury isn’t simply about price; it’s about craftsmanship, connection, design, quality, attention to detail and, importantly, how something makes you feel. The most successful collaborations are those that bring together genuinely complementary strengths, creating something neither brand could achieve in quite the same way independently,” she said.