High street giant stops using tape measures for its bra fittings - and staff must size women by EYE

Published: 01:49, 4 May 2026 | Updated: 01:54, 4 May 2026 Marks & Spencer has ditched tape measures in its bra-fitting service, introducing a no-touch approach that relies on staff expertise rather than traditional tape measurements.  The high street giant said the updated method, already tested in 23 stores, is intended to create a more personalised and comfortable experience.  Under the new system, the team of 2,000 M&S lingerie specialists will visually assess a customer's cup and band size before suggesting a selection of bras to try.  While the process is largely hands-off, staff may step in to make minor adjustments where needed to improve fit and comfort.  The update follows controversy last year, when J.K. Rowling publicly criticised the retailer amid a dispute involving a customer who said a transgender employee had offered to assist her teenage daughter in a store's lingerie department.  The mother said her daughter was 'visibly upset and felt "freaked out"' after they were allocated a 'biological male' who was 'at least 6ft 2in tall'.  At the time, M&S stated that fittings were carried out for female customers and conducted by female staff.  The retailer apologised and offered a female fitter to assist them on their next visit to the store.  Marks & Spencer has ditched tape measures in its bra-fitting service, introducing a no-touch approach that relies on staff expertise rather than traditional tape measurements Pictured: M&S store in the city ofLiverpool Under the new system, the team of 2,000 M&S lingerie specialists will assess a customer's cup and band size visually before suggesting a selection of bras to try (stock photo) The incident happened a few weeks before the Supreme Court ruling in April 2025 that biological men should not be allowed into women-only spaces.  Rowling urged shoppers to boycott the store should M&S ignore the ruling.  The company told The Sun that the 'modernised' shift to visual fittings is unrelated to that dispute.  It added the move followed a 'successful trial', with current feedback being 'overwhelmingly positive'. M&S, which has offered bra fittings since the 1940s, said the change brings it into line with other lingerie specialists including Rigby and Peller and Bravissimo.  The Daily Mail have contacted M&S for comment.  No comments have so far been submitted. Why not be the first to send us your thoughts, or debate this issue live on our message boards. By posting your comment you agree to our house rules. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual We will automatically post your comment and a link to the news story to your Facebook timeline at the same time it is posted on MailOnline. To do this we will link your MailOnline account with your Facebook account. We’ll ask you to confirm this for your first post to Facebook. You can choose on each post whether you would like it to be posted to Facebook. Your details from Facebook will be used to provide you with tailored content, marketing and ads in line with our Privacy Policy.