The real joy of lingerie comes when women don’t play by any rules, British fashion brand Marks & Spencer’s lingerie, swimwear and activewear design head Soozie Jenkinson said, who feels Indian women are waking up to the global trends in the space.

“Indian women – just like women around the world – are becoming more discerning in their choices and much more demanding as well. Also, Indian women are understanding the importance of a great fitting bra,” Jenkinson said.

The London-based designer, who has been associated with the brand since over 16 years, was in the country to celebrate the 90th anniversary of the brand’s first bra.

Jenkinson, who also works in collaboration with Rosie Huntington Whiteley on ‘Rosie for Autograph’ lingerie range which has become one of the brand’s most popular lingerie collections, is overwhelmed with the range of choices women have for their innerwear.

“Lingerie market around the world has changed in significant amount with time. I believe the joy of lingerie is when there are no rules. Before the last ten years, there have been great rules on how women chose their lingerie and what goes underneath,” she added.

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