Marks & Spencer Under Fire for Restrictive Bra Fitting Policy Amid Transgender Staff Incident

Marks & Spencer, a flagship UK retailer, has come under public scrutiny after a customer alleged that her teenage daughter was approached by a staff member she believed to be a transgender woman while shopping for her first bra at an M&S store. The mother described the employee as “at least 6ft 2in tall” and stated that her daughter was “visibly upset” and “freaked out” by the encounter, leading her to lodge a formal complaint to the company . In response, Marks & Spencer apologized for the distress caused and assured the customer that future assistance would be provided by a female colleague .

The employee in question was not performing bra fittings but was working in the clothing section and offered help as part of routine customer service duties . M&S clarified that bra fittings are conducted by appointment and only by designated staff with particular training, emphasizing that the staff member did not offer to perform a fitting .

Following the incident, M&S confirmed that its bra fitting services are intended exclusively for “biological females” . The retailer described the policy as a measure to ensure customer comfort, but the announcement has drawn criticism from LGBTQ+ advocates, who argue that such language is exclusionary and undermines transgender rights in the workplace and as customers .

JK Rowling, a public figure known for her controversial views on sex and gender, responded by calling for a boycott of M&S, referencing previous complaints regarding the company’s marketing language . Other commentators have questioned whether the employee’s perceived gender identity should be relevant to their ability to perform customer service duties, noting that physical appearance alone cannot confirm a person’s gender identity .

There is currently no law or policy in the UK that restricts the employment of bra fitters based on sex or gender identity . Retailers may offer to accommodate customer preferences for staff during sensitive services, such as bra fittings, but these accommodations must balance the rights of employees with those of customers.

Lingerie sections in shops, including M&S, are not legally designated as single-sex spaces, and transgender women — and anyone else — are entitled to shop for lingerie and to seek employment in these areas . Many trans women, particularly those undergoing hormone therapy, require bras and may seek fittings and advice just like cisgender women .

LGBTQ+ organizations and allies have expressed concern over M&S’s policy and its implications for transgender employees and customers. Many advocates question the appropriateness of apologizing for an employee’s mere presence and willingness to assist, emphasizing that all workers deserve respect and equal treatment regardless of gender identity . The controversy has highlighted the persistent challenges faced by transgender people in public-facing roles, where assumptions about gender can lead to exclusion, discomfort, or even public backlash.

Commentators have also noted that teenagers often feel uncomfortable during bra shopping regardless of who assists them, and that discomfort should not be conflated with discrimination against transgender staff . The incident has reignited debate about the visibility of transgender people in retail and service roles, and whether customer preferences should override employee rights and inclusivity commitments.

M&S’s apology and policy clarification have prompted calls for greater awareness and sensitivity in retail environments. Critics argue that focusing on “biological females” as the only appropriate recipients of bra fitting services excludes transgender women who may need the service and sends a discouraging message to staff and customers alike . LGBTQ+ advocates urge retailers to adopt policies that prioritize genuine inclusivity, ensure respectful treatment of all employees, and educate customers about the diversity of gender identities present in society.

Industry observers point out that the incident reflects broader societal debates about the rights of transgender people to work, shop, and access services without discrimination. As more companies strive to demonstrate their commitment to diversity and inclusion, incidents like the one at M&S serve as a reminder of the importance of clear, affirming policies and transparent communication with both staff and customers .