Marks & Spencer reverses tape‑measure ban for bra fittings

Marks & Spencer had introduced a policy in May that required bra fitters to estimate cup and band sizes "by eye" without using a tape measure, after a trial in 23 stores. Staff and customers found the procedure time‑consuming, and the change sparked criticism and a boycott campaign linked to a controversy over transgender staff assisting in women’s changing rooms.

Following the backlash, M&S announced that the ban is being abandoned. Fitters can now use a tape measure again if they or the customer prefers, and the update has been communicated to all staff. The retailer, the UK’s lingerie market leader, also faces ongoing scrutiny after author JK Rowling publicly attacked the company over the transgender issue.