Marks & Spencer has ditched tape measures in its bra-fitting service, introducing a no-touch approach that relies on staff expertise rather than traditional tape measurements.
The high street giant said the updated method, already tested in 23 stores, is ‘intended to create a more personalised and comfortable experience’.
Under the new system, the team of 2,000 M&S lingerie specialists will visually assess a customer’s cup and band size before suggesting a selection of bras to try.
While the process is largely hands-off, staff may step in to make minor adjustments where needed to improve fit and comfort.
The update follows controversy last year, when J.K. Rowling publicly criticised the retailer amid a dispute involving a customer who said a transgender employee had offered to assist her teenage daughter in a store’s lingerie department.
The mother said her daughter was ‘visibly upset and felt ‘freaked out” after they were allocated a ‘biological male’ who was ‘at least 6ft 2in tall’.
At the time, M&S stated that fittings were carried out for female customers and conducted by female staff.
The retailer apologised and offered a female fitter to assist them on their next visit to the store.
Marks & Spencer has ditched tape measures in its bra-fitting service, introducing a no-touch approach that relies on staff expertise rather than traditional tape measurements Pictured: M&S store in the city ofLiverpool
The incident happened a few weeks before the Supreme Court ruling in April 2025 that biological men should not be allowed into women-only spaces.
Rowling urged shoppers to boycott the store should M&S ignore the ruling.
The company told The Sun that the ‘modernised’ shift to visual fittings is unrelated to that dispute.
It added the move followed a ‘successful trial’, with current feedback being ‘overwhelmingly positive’.
M&S, which has offered bra fittings since the 1940s, said the change brings it into line with other lingerie specialists including Rigby and Peller and Bravissimo.
An M&S spokesperson told the Daily Mail: ‘As the UK’s lingerie market leader, delivering more than 1 million bra fits every year, we continuously improve our service to ensure our team of 2,000 expert lingerie stylists always provide the best bra fitting experience for our customers, enabling them to feel comfortable, listened to, and styled with confidence.
‘Following a successful trial, we’ve recently modernised the way we fit and style our bras to offer a more personalised experience and ensure customers find the bra that’s right for them. These improvements bring M&S in line with other bra retailers and feedback so far has been overwhelmingly positive.’
