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M&S has become the first high street retailer to offer stoma-friendly underwear this week, as it adds a range of stoma knickers to its already very comprehensive lingerie offering.
According to the Bladder & Bowel Community, a stoma is an "opening on the abdomen that can be connected to either your digestive or urinary system to allow waste (urine or faeces) to be diverted out of your body." It looks like a small, pinkish, circular piece of flesh that is sewn to your body. It may lie flat to your body, or protrude out slightly, and you need to wear a pouch over the top. A stoma has no nerve endings, so you should feel no pain from it, and it can be life-changing for those in need.
Until now, women in the UK with stomas – of which there are up to 200,000, according to Colostomy UK – have had to shop at specialist retailers for their underwear, which can prove restrictive and expensive. Enter: M&S, who are here to provide stylish, confidence-boosting and comfortable knicker options to accommodate single or multiple stoma bags. No mean feat, but so, so needed.
Of the launch, Soozie Jenkinson – Head of Lingerie Design at M&S – said: “We are incredibly proud to be launching our first range of Stoma Knickers this August. We have worked very closely with Colostomy UK and women living with stomas and by listening and responding to their needs, we have developed a range of knickers that are designed to provide comfort, support and all-day confidence. We have included styles with lace design details, all incorporating super soft BCI cotton and elastics and a wide waist band for extra comfort.”
Customer feedback was, of course, of high importance to M&S when it came to creating the range, they not told. A group of 20 women was formed, who worked to put the knickers through their paces in daily life and provide pivotal feedback that was incorporated into the product development.
Elsewhere, the M&S lingerie team worked alongside aforementioned charity Colostomy UK, to gain insight from experts and volunteers. The result? A stoma knicker range which both the brand and charity are extremely proud of.
Each pair of knickers is made from super soft cotton, with light control stretch and elastic at the pocket opening for all day support. This aims to keep the stoma bag in place throughout the day and night.
They're available in black and a mixed colour pack in rose quartz, pink and magenta, which means the stoma knickers co-ordinate with the high street stalwart's bestselling bras styles within their main lingerie collections. They are also available in sizes from UK 6 to UK 22.
As for the price? They're priced at £18 for the classic High Leg and Brazilian styles (three packs) with lace designs at £20 (three packs). Oh, and as with M&S' post-surgery bras, all stoma knickers will be VAT exempt.
“With over 200,000 individuals estimated to be living with Stoma's in the UK, as a charity, we were thrilled when the M&S lingerie team approached us regarding the development of their first stoma knicker range for Women, Libby Herbert CEO of Colostomy UK told us.
"The launch of this inclusive product signifies a significant step forward in addressing the need for accessible underwear options for those living with stoma's and will enable them to shop with confidence and ease for the first time on the British High Street.
"M&S brings over 95 years of lingerie innovation, design and expertise to the stoma knicker market with the introduction of this range, providing a choice of stylish and affordable stoma knickers. Feedback from our volunteer who has two stoma’s trialling the knickers has been incredibly positive, and we can't wait to hear feedback from our wider community when the collection launches to the general public this month.”
M&S' stoma knickers follow a whole host of other lingerie and solution-wear releases that have made life notably easier for the women who have worn them. Think: period pants, nursing bras, first bras, post-surgery bras and anti-chafing shorts. M&S, we salute you.
The M&S Stoma-Friendly Underwear line is available online at www.marksandspencer.com and in selected stores now. Save when you shop with these M&S promo codes.
