Make an Understatement: M&S Reinvents Men’s Underwear for Spring ‘25

M&S is making moves in the world of men’s underwear, launching its first dedicated campaign in a decade. The ‘Make an Understatement’ campaign brings a fresh perspective, reinforcing the retailer’s position as the UK’s go-to destination for quality essentials.

Dropping on February 20th, the campaign takes a playful yet polished approach, featuring a striking reverse-undress concept to highlight M&S’s range. Expect to see it everywhere—VOD, billboards, digital, and social—reaching an estimated 183 million people. With prime placements in London’s Canary Wharf and Bond Street, the brand is making sure this message lands.

At the core of the campaign? Elevated essentials. The men’s collection champions fit, comfort, and innovation. M&S introduces 360 Flex™ technology, offering enhanced stretch and movement, alongside a refined Autograph collection, which now boasts updated fits and a new classic woven boxer—perfect for the summer months. The colour palette is clean and considered, with staples in black, white, and navy, punctuated by smoky green for a seasonal touch.

Menswear Director Mitch Hughes highlights the significance of the launch: “We are the market leader in the UK, so it’s only right we continue to lead with everyday essentials that deliver on style, comfort, and quality. This campaign is about empowering customers to feel confident in making an understatement.”

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