Marks & Spencer has announced a major change to its bra fitting service, introducing a 'no-touch' policy across more than 240 stores. The retailer will no longer use tape measures, instead training staff to estimate cup and band sizes visually before offering a selection of bras for customers to try on.
A Modern Approach to Bra Fittings
The decision follows a successful trial at 23 stores. While some physical contact may still be necessary to ensure the best fit, employees will no longer begin fittings with a tape measure. An M&S spokesperson said the company is always looking for ways to 'ensure our team of 2,000 expert lingerie stylists always provide the best bra-fitting experience.' She added: '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.'
Joining Industry Trends
M&S joins other lingerie brands like Bravissimo, which already fits by eye. Bravissimo's website states: 'Our boobs are wonderful 3D things, and for this reason, we don’t find using tape measures much use to measure your bra size. We’re expertly trained to fit by eye, so you can trust you’ll leave with your most comfortable fit.'
Customer Feedback and Concerns
Despite being a favourite retailer—a March 2026 YouGov poll showed M&S beating Next, Primark, and H&M with 52% of the vote—the bra fitting service has faced criticism. On an M&S fan Facebook group, customers shared disappointing experiences. Kyla Matthews wrote: 'I had one recently – wasn’t impressed. They measured over my normal bra and then just looked at the ones I had chose on and said “yeah, they’re a good fit.”' Paula Sheridan added: 'Do not go to M&S for bras unless you just want someone to fit you to a chest strap 4 inches too big.'
Signs of a Wrong Bra Size
A Boux Avenue spokesperson previously told Metro that signs of a poor fit include the underband rising up the back or digging in, cups gapping or creating a double bust effect, underwire digging in, and straps leaving red marks. A well-fitting bra should feel secure on the loosest hook, have straps that stay in place without digging in, allow a finger-width of space under the band, and be comfortable.
The Bra Fit service is available for regular, sports, maternity, post-surgery, and first bras. M&S continues to offer appointments in over 240 stores.
