Brit lingerie habits revealed – the trend Gen Z is keeping alive and the 27% of women who don’t replace worn-out pieces

THE lingerie habits of British women have been revealed by the experts at Marks & Spencer. Today’s ladies are emphasising comfort and practicality - and there’s a shocking number who struggle to throw out their worn-out pieces, new research by the British fashion giant has found.

A nationwide survey by M&S discovered that 27% of British women are reluctant to bin their tired brassieres. And less than a quarter of women purchase new pants for a confidence boost. Instead, it's comfort that gets British women ticking. Despite a growing appreciation for stylish lingerie, comfort remains non-negotiable, with 51% of women ranking it as the most important factor in their purchasing decisions.

Fit follows at 28%, which M&S bosses say reinforces the idea that well-fitted lingerie is key to both looking and feeling great. Interestingly, shoppers no longer believe comfort and style are mutually exclusive – modern lingerie is expected to do both.

Beyond everyday wear, lingerie also plays a role in special moments, with one in five women reporting that they purchase lingerie for special occasions, like birthdays and Christmas. Gen Zers are leading the charge on matching bra and knicker sets. Women aged 18 to 34 like to coordinate, and typically opt for harmonised intimates.

On the flip side of that, 84% of women said they prefer to mix and match their bras and pants. “Responding to the global trend towards matching lingerie, most of our bras now have the option of matching knickers,” said Soozie Jenkinson, Head of Design at M&S.

“If you are looking to make a statement, there are so many gorgeous matching sets to choose from.”. If you’re unsure where to start, finding lingerie that fits well is the first step to feeling confident, Soozie added. M&S offers expert guidance both online and in-store, including bra fitting services to help you discover the perfect size.

Kylie Minogue for Agent Provocateur. Australian pop princess Kylie Minogue riding a mechanical bull was a lingerie ad absolutely destined to get banned - and it did after uproar in 2001. However, the video of gyrating on the bull was once voted as the sexiest cinema ad of all time.

Princess Diana Lookalike. When a Chinese lingerie company unveiled a new range of underwear featuring a Princess of Wales lookalike model on the 13th anniversary of her death, Brits were not happy. The controversial poster was splashed on giant billboards, in shops and in airports throughout China for millions to see back in 2010.

“Lingerie is more than a foundation to your wardrobe,” she said. “It’s a powerful tool for self-expression, confidence, style and comfort. “At M&S, we understand that women want lingerie that reflects both their lifestyle and their personal style.