We stan body inclusivity in all forms, be it brands who are actively including models with limb differences (shout out to Schuh and Nike!) in their marketing, or those which stock a wide range of sizes – and so we're full of praise for the new line of stoma-friendly underwear that M&S have just launched.
The collection has been designed to cater to the needs of the 200,000 people in the UK who are thought to live with a stoma bag (a type of ostomy bag), which, if you're unfamiliar, can be either a temporary or permanent pouch attached to an opening in the stomach.
According to the NHS, "A colostomy is an operation to divert one end of the colon (part of the bowel) through an opening in the tummy. The opening is called a stoma. A pouch can be placed over the stoma to collect your poo (stools)."
Speaking about how the range was carefully tried and tested, an M&S spokesperson told Cosmopolitan UK, "A group of 20 women put the knickers through their paces and provided pivotal feedback that was incorporated into the product development. Finally, with the support of Colostomy UK, the lingerie team gained insight from experts and volunteers, to deliver a stoma knicker range which we are extremely proud of and expect our customers to love."
Shop stoma-friendly knickers from M&S
Full Brief Stoma Knickers (3 pairs)
Cotton Brazilian Stoma Knickers (3 pairs)
Cotton and Lace Brazilian Stoma Knickers (3 pairs)
Each pair of pants are made of "super soft cotton with light control stretch and elastic at the pocket opening for all day support, keeping the stoma bag in place throughout the day and night".
As for the price point, the underwear will be sold at 3 pairs for £18. Many also have matching bras available, too.
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Adding to this, Libby Herbert CEO of Colostomy UK said of the launch, "With over 200,000 individuals estimated to be living with stomas in the UK, we were thrilled when the M&S lingerie team approached us regarding the development of their first stoma knicker range for women. The launch of this inclusive product signifies a significant step forward in addressing the need for accessible underwear options for those living with stomas and will enable them to shop with confidence and ease for the first time on the British high street. Feedback from our volunteer, who has two stomas, trialling the knickers has been incredibly positive."
As for how the idea to create a range of stoma knickers came to fruition, it was sparked by an M&S employee named Jiggy Sohi, who has personal experience of living with a stoma. Sohi submitted her idea, along with other M&S colleagues, to the brand's CEO, Stuart Machin, via its 'Straight to Stuart' suggestion scheme. Sohi also helped to see the product through the design and development process.
Currently, only the black colour options are available to shop, but the pink shades are set to become available in the coming weeks.
An M&S spokesperson also confirmed to Cosmopolitan UK that plans to expand the stoma range to include underwear for men is also in the works.
Jennifer Savin is Cosmopolitan UK's multiple award-winning Features Editor, who was crowned Digital Journalist of the Year for her work tackling the issues most important to young women. She regularly covers breaking news, cultural trends, health, the royals and more, using her esteemed connections to access the best experts along the way. She's grilled everyone from high-profile politicians to A-list celebrities, and has sensitively interviewed hundreds of people about their real life stories. In addition to this, Jennifer is widely known for her own undercover investigations and campaign work, which includes successfully petitioning the government for change around topics like abortion rights and image-based sexual abuse. Jennifer is also a published author, documentary consultant (helping to create BBC’s Deepfake Porn: Could You Be Next?) and a patron for Y.E.S. (a youth services charity). Alongside Cosmopolitan, Jennifer has written for The Times, Women’s Health, ELLE and numerous other publications, appeared on podcasts, and spoken on (and hosted) panels for the Women of the World Festival, the University of Manchester and more. In her spare time, Jennifer is a big fan of lipstick, leopard print and over-ordering at dinner. Follow Jennifer on Instagram, X or LinkedIn.
