It's hard to believe it was a whole 10 years ago since Rosie Huntington-Whiteley first collaborated with Marks & Spencer on her eponymous lingerie line. I remember it well: bows, lace trims, sumptuous silks, vintage-style prints, pretty bralettes, epic pants, and affordable enough that I could actually buy it all (and I did). My underwear drawer was changed for good, as was most of the nation's; the combination of Rosie's chic, ultra-feminine style and M&S' technical know-how capturing exactly what women wanted time and time again, becoming the most successful, long-lasting lingerie collaboration on the high street.
A decade on, not much has changed in that respect: Rosie for M&S Lingerie still turns out collections of beautiful, spoiling underwear with timeless design and comfort at its core. Astoundingly, but not surprisingly, one Rosie for M&S product sells every 30 seconds – and now, a new 10th anniversary collection celebrates all of her biggest hits and most iconic pieces, with a few exciting developments and innovations in the mix too. For as our lives, tastes and needs have evolved over the past 10 years, so too have Rosie's – namely as she juggles life as a mother-of-two, world-famous model, style icon and successful businesswoman to boot.
Below, Rosie Huntington-Whiteley shares her thoughts on the future of Rosie for M&S, her ever-changing personal style, feeling sexy as a mum and the one lingerie trend she'll never wear again...
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How does it feel to be celebrating 10 years of Rosie for M&S?
'It's kind of crazy, to be honest! They say it takes 10 years to become an expert at something, and while I won't say I'm a lingerie expert, I do feel like I have a very good gauge of our brand and our customer. I've always been obsessed with lingerie, and the collection was really born out of the passion that came out of working with so many luxury lingerie brands in the early half of my career – but to step into the role of designing has been a whole different beast, and I've loved every second.'
How have your designs changed since you first started the collection?
'What I love so much about Rosie for M&S is that we really haven't changed very much over the years, and managed to stay really true to ourselves from the beginning. Of course, we've made a few tweaks – our logo or the way we shoot campaigns, for example – but the actual product itself hasn't really changed. It was so interesting to look through all of the past designs when we were working on the anniversary collection, and realise that everything still felt so relevant today. The pieces have always had this timelessness and femininity to them that has taken them through ten years and hopefully beyond.'
Tell us about your all-time favourite Rosie for M&S piece...
'There are a few that are really special to me. There was a beautiful nightwear slip we did years ago that we then turned into a long dress for me to wear to an event, then there was this gorgeous, silk-embroidered kimono-style dressing gown from the early days that I absolutely love. It was one of our first more premium pieces and it just felt so luxurious. Then bra-wise, the design I'm most fond of is the bow bra. It just looks gorgeous, in all colours, all prints, on all bodies. It's one of our top-selling pieces and I'm really proud of it.'
How has your style changed since you've become a mother?
'There's just less time to play around. I think before I had kids, getting dressed in the morning was this really long, enjoyable and playful experience, and it was one of the most important parts of my day. I could get unchanged five or six times before I knew what I wanted to wear! Whereas now it's almost an afterthought – though I really try not to let it be, because I still want to feel polished and ready for my day. So I think I've just found that having less time means I'm less experimental with the clothes I wear, and more consistent instead. Before, it was all about prints and denim and fun dresses and impractical pieces – but now, I need to go to my wardrobe and not have to get changed again. So I'm veering towards pieces that are more minimal and things that I know will always work: great trousers, tailoring, bodysuits, T-shirts, shirts and some menswear too. And then I'll dress them up with some fun accessories.'
And how about your lingerie drawer?
'Lingerie is almost more important as it's the first thing you put on in the morning, so it really lays the foundation for how you feel for the entire day. My body has changed dramatically over the past few years and there's been a lot of weight gain and weight loss with two pregnancies – so there's been a lot of lingerie that's come and gone from my drawers. I used to be all about low-cut pants, but now I literally can't imagine wearing them ever again. I've always been a fan of high-leg styles though – I've been pushing them for years, they are just so flattering on the body, elongate the legs, cinch your waist and look super feminine.
Shop Rosie For M&S Lingerie
Rosie Exclusively for M&S Blossom Embroidery Corset
Rosie Exclusively for M&S Pleat & Lace Thong
Rosie Exclusively for M&S Pleat & Lace Non Wired Bralette
Rosie Exclusively for M&S Satin Floral Long Wrap
Rosie Exclusively for M&S Jasmine Silk Print Wired Balcony Bra
Day to day, I really just want to be comfortable and I need my underwear to be reliable, something I can wear under my clothes easily that just works every time – so I love T-shirt bras, and a really great lifting bra of course, but also shapewear is key for me now. It never was in my Twenties! It used to be "the smaller the better." I do find myself being more playful and adventurous lingerie-wise for private occasions though...'
How has your approach to feeling sexy changed since you've had kids?
'It's still very much connected to lingerie for me. I love a good set... So does the other half... [Jason Statham]. And I just think feeling good helps everything. Feeling good and looking good are joined together and for me, sexy lingerie that makes you feel in the mood is absolutely key.'
Are there any underwear trends you're particularly excited about?
'Shapewear. It used to be seen as this sort of frumpy secret, I think, but now the world is really embracing it – me included. It's a key part of my lingerie drawer now, and some people are even wearing it out which I love to see. We've done some bodysuits with Rosie for M&S and they've always had an element of control in there, but proper shapewear I think is something we'll definitely dive deeper into in the next phase.'
... And any trends that you're not so keen on?
'I am dreading the return of the low-cut jean, to be honest. I'm already resigned to the fact that I will not be succumbing to that trend – I'm not sure how appropriate it is for a 35-year-old woman to be wearing jeans with a thong popping out. When I was in my Twenties, I was much happier to lean into a fast trend but it just doesn't feel like me anymore. I'm a bit more weary with trends now: I really question whether I'll still want to wear it next year, in three years, in five... I'm not writing off all trends, but I think the super-low-cut, Christina Aguilera-style jean with underwear popping out can stay well in the Nineties, in my opinion. It's had its moment, and I had my moment with it too. But if you are going to go with that trend – I'd recommend you wear no underwear at all. It's the best way.'
Clementina Jackson is Acting Site Fashion Editor at ELLE UK, working across news and features, trends, e-commerce and SEO. She was previously Fashion Editor at Cosmopolitan and Women’s Health, and Acting Digital Fashion Editor at ELLE UK, where she was named as a PPA 30 Under 30 award winner for her work on size inclusivity. An experienced fashion, travel and luxury lifestyle journalist, Clementina has also written for Harper’s Bazaar, Vanity Fair, Condé Nast Traveller, Tatler, Red and Italy Segreta.
