M&S launches ‘For The Love of Lingerie” celebrating the fuller DD+ figure

Ads, Creativity

Adjust Your Set, full service digital content agency, has unveiled a new product film in response to a brief from Marks & Spencer. Made for women by women, the film showcases the retailer’s stylish range of underwear created for the fuller busted women (DD+) and aims to inspire women to feel empowered and body confident.


Marks & Spencer wanted a film with a female perspective at the heart, empowering women to feel body confident whatever their shape. The end result is a video about positive body image, embracing the importance of body acceptance and being confident in your own skin, because style has no size. Creating the genuine and authentic approach, in the film we hear from model Lucy Bayet talking about the importance of well fitting,attractive lingerie to her, giving her own take on body confidence. The overall feeling of the film is aspirational yet accessible, as we see Lucy in natural everyday home scenarios which women can relate to.

I was passionate that the M&S ‘For the Love of Lingerie’, should be a film made for women by women. Building an all-female team (from the director, to the DOP, to the editor and account team), meant I could create an M&S lingerie film as seen through women’s eyes, which at its core promotes female body confidence.

Kathryn Dufty,

Associate Creative Director Adjust Your Set


M&S is the UK’s number one destination for lingerie – with nearly 30% market share we know a lot about women’s bodies and how important great fitting lingerie is. We offer probably the most extensive range of beautiful lingerie on the high street, from sizes 28-44 and cups AA to J. In this campaign we want to celebrate the range for larger cup sizes – DD and above – and show that we understand that women want bras that are aspirational, beautiful and feminine as well as being comfortable and functional. Working with AYS, we have created a beautiful celebration of our product and consumer. It has resonated well with our customers and performing above our expectations

Maria Koutsoudakis,

Marks & Spencer

Marks & Spencer is the leading retailer for underwear with one in three women in the UK wearing M&S lingerie. In conjunction with the ‘For The Love Of Lingerie’ M&S Publication, the film has just launched on M&S.com, Instagram and online publications.

Adjust Your Set

  • Client Services Director – Annabel Hunt
  • Agency contact – Sophie Archer
  • Agency contact job title – Senior Account Manager
  • Client name – Maria Koutsoudakis
  • Producer – Megan Ott
  • Associate Creative Director: Kathryn Dufty
  • Director of Photography: Kate Reid
  • 1st AC: Laura Garnons Williams
  • Gaffer: Sonia Rodriquez
  • Sound: Sara Lima
  • Editor: Susanne Aichele

Post Sound: Silk Sound