Marks and Spencer has apologised and removed an advert advertising first-time bras for ‘young things’ after being accused of ‘dehumanising all young women’.
A poster in the lingerie department of one of the retailer’s stores showed two smiling teenage girls alongside the words: ‘Smart. Strong. Supported. First bras for fearless young things.’
There was fierce backlash from women’s rights campaigners who said M&S should ‘stop fretting about the unreasonable demands of trans activists’.
The picture of the advert was yesterday posted on X by Bev Turner who said the sign ‘dehumanises all young women’.
In response, M&S apologised and said it was taking the poster down as it admitted: ‘We got it wrong this time.’
Ms Turner, a GB News presenter, wrote on X: ‘Your shop is a crucial part of British identity. You are important and you need to thrive.
‘But this sign dehumanises all young women at the very moment when they must NOT feel embarrassed or ashamed of their femininity.
‘We need to celebrate them becoming adult females – not erase them! It is not the job of our daughters to make confused boys in bras feel better about themselves.
‘I’m truly shocked.’
M&S quickly responded and confirmed the poster would be removed, saying: ‘We’re taking this poster down and we’re sorry we got it wrong this time.’
The U-turn received plaudits from the likes of former Team GB Olympic swimmer Sharron Davies.
Helen Joyce, the director of gender-critical charity Sex Matters, told the Telegraph: ‘It’s really incredible to see retailers bend over backwards to accommodate the feelings of a tiny number of men and boys who are unhappy about being male and want everyone else to pretend they are female.’
She added: ‘M&S should wise up, stop fretting about the unreasonable demands of trans activists and unapologetically refocus on its main customer base: women and girls.’
has contacted M&S for further comment.
The upmarket retailer faced protests in 2020 and in 2019 for allowing ‘people to use the fitting room they prefer’ in both men’s and womenswear departments, regardless of their biological sex.
Tory peer Baroness Emma Nicholson warned at the time that allowing anyone who self-identifies as a woman to enter female changing areas puts women and girls at risk of potentially being spied on.
M&S said at the time it had assured Baroness Nicholson its fitting rooms ‘provide secure and private spaces’ with individual lockable cubicles.