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. 

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.