Anatomy can certainly inspire fashion designers, as seen in the previous post. However, direct experiences with medical issues often play an even bigger role in sparking new ideas and products. Personal health challenges or caring for a family member with a medical condition can lead us to think about how design can improve our lives or theirs. Moreover, creating such products can help reduce the stigma associated with certain conditions. Take, for example, the stoma bag.
This medical device collects waste from the body after a surgical procedure that creates an opening (stoma) on the abdomen. The stoma is connected to the small intestine, large intestine, or urinary system, depending on the surgery. Stoma bags are necessary in various situations, including conditions like colon cancer and ulcerative colitis.
About 20 years ago, when a family member had to use a colostomy bag, I wasn't familiar with it. After they explained what it was, I doubted my ability to help with the changes because I was so terrified. However, my perspective shifted when we connected with a company that produced stoma bags and provided excellent products and patient support. In this case, thoughtful design played a crucial role in helping us accept this new medical reality.
Last week, this experience resurfaced when I heard that UK high street retailer Marks & Spencer had launched a range of knickers designed to be worn with a stoma bag. M&S is a popular destination for underwear in the UK, selling over 60 million pairs of knickers a year, according to a press release of the retailer, but this is a first for them as well.
The range of stoma knickers - available on the retailer's website and in select M&S stores starting this month - features soft cotton pants with light control stretch and a pocket opening to keep the stoma bag securely in place throughout the day and night. These knickers are available in affordable packs of three, in four colors, including classic black and a mixed-color pack in rose quartz, pink, and magenta. They can also be coordinated with bestselling bras from M&S's main lingerie collections, offering customers the rare opportunity to match sets - something that’s not always possible with regular stoma knickers. Priced at £18 for the classic High Leg and Brazilian styles, with lace designs available at £20, they are more affordable than similar products in specialized stores and are VAT exempt.
The idea for these stoma knickers came from M&S employee Jiggy Sohi, who was inspired by her own experience living with a stoma. Her idea was echoed by other M&S employees, including Hannah Gadsby, a Customer Assistant at the M&S store in Norwich, and Denise Jones, a Bra Fitter at the M&S store in Newport Retail Park, who both submitted suggestions through M&S's colleague suggestion scheme, "Straight to Stuart."
Jiggy was one of over 20 M&S employees and customers who tested the product throughout its design and development process. The knickers were also created with input and support from the Colostomy UK association.
While there are influencers who have been documenting their lives with a stoma bag on social media, encouraging others, this new initiative will further increase visibility for people living with this condition. Colostomy UK estimates that over 200,000 individuals in the UK live with stoma bags, with 100,000 of them being women. This is why the launch of the first stoma knicker range for women at M&S is expected to be a success. Indeed, at the time of writing this post, one style has already sold out, and another is marked as being in high demand on the M&S website
M&S has consistently focused on creating more accessible and inclusive products, developing a successful range of underwear that caters to diverse needs. Their offerings include a new neutrals lingerie line that provides more skin tone options, VAT-exempt period knickers, post-surgery bras, and an easy-dressing range for children with sensory or physical disabilities. This range includes all-in-ones designed for casts (like those for hip dysplasia), and tees and dresses with pockets for feeding tubes, all made with soft materials, minimal seams, and hidden care labels to avoid irritating sensitive skin.
Who knows, maybe in future, we will see some collaborations between young fashion designers and M&S to make some of these items even more appealing. But this story reminds us that fashion should empower and uplift us, not make us feel miserable. While trend forecasters might use Artificial Intelligence to predict future styles, listening to people's needs can inspire products that may not be fashionably trendy but are essential and will sell well. With health conditions on the rise, it doesn't take a genius to develop better products, but it takes retailers and designers willing to listen to others' experiences and create garments that can truly improve their quality of life.
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