Lingerie guru behind Coco de Mer reveals the age-defying bra style every woman should own, the perfect shade of underwear for your skin tone and the most flattering pants

Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission - learn more

Forget cotton briefs - M&S’s latest partnership has swapped them for stocking-snapping suspender belts. Because this Thursday marks the launch of its 24-piece collaboration collection with the luxury British lingerie label, Coco de Mer.

Founded by Samantha Roddick, the daughter of The Body Shop founder Anita Roddick in 2001, Coco de Mer has supplied shoppers with sexy undies for 25 years. The CEO and intimates expert, Lucy Litwack, 52, later joined in 2014 before buying the company three years later. We talked all things underwear with Litwack ahead of the new M&S capsule launch.

On ageing

‘It was my birthday yesterday. It’s a nothing birthday, but my school friend called me saying, “Can you believe we've known each other 40 years?” I thought, how am I old enough to have a friend for 40 years?’

On Coco de Mer’s customers

‘I once met Pamela Anderson on our shop floor. Ditto Helena Christensen. But our shoppers range from 18- to 80-year-olds. We even have couples in their 80s coming in to buy lingerie together. It’s nice to know it all carries on!’

On suspenders

‘I don’t need an occasion; I wear them all the time with dresses and skirts. I wore suspenders just last week. They make me feel like I've made an effort; it’s a form of self-care. Getting my stockings out again is one good thing about autumn.’

On buying lingerie for your partner

‘As with any other gift, it's about her, not you. Think, what is her style? What colours does she wear? Is she sporty? Or romantic? Also, get the size right. Do a little espionage and dig for size labels in her drawer. If you really don't know, leave it.’

On taking your bra off at the end of the day

‘The only thing I take off as soon as I get in is my shoes, because I'm a huge stiletto lover. But the bra stays firmly on until I go to bed.’

On the underwear we should all own

‘For me it’s a black three-piece lace set. It’s never going to age. I have a picture of Sophia Loren in hers in a film from the 1960s on my wall. It’s divine. Bodysuits are overlooked, too. They’re great when you’re lacking confidence. Maybe you've eaten too much pasta or you've just had a child. I haven't had children, so I'm going with the pasta; a bodysuit with a bit more coverage is your answer. Conceal to reveal! It's just as glamorous but holds you in.’

On the male gaze

‘Lingerie used to be considered something that women wore for someone else, even though it is the only item of clothing no one else can see unless we choose to show it to them. I always thought that was odd. At Coco everything we do is very glamorous, but it’s about bringing joy to women. My focus is on the importance of female pleasure, of sensuality and making us feel good about ourselves. We only work with all-female crews when shooting our campaigns. I’m on a mission to champion female empowerment.’

On how to feel sexy

‘Just wear the lingerie. A surgeon once told me, “If I have a big life or death surgery, I always wear my best lingerie under my scrubs. No one else in the operating theatre can see it. But I know and it makes me feel like I can take on the world." Underwear is the first thing we put on, it's closest to our skin. There’s nothing sexier. It will make you walk a little taller.’

On her lingerie drawer

‘There are multiple! I moved house three years ago and I overheard the movers say, “Do you think she owns anything other than underwear and shoes?” My knicker count is in the hundreds. Last week I bought five more pairs. I have a whole gamut of brands: M&S, Coco, Victoria’s Secret (I worked there for three years) and I'm always shopping. I’ve worked in lingerie for 26 years, I’m allowed to be obsessed with it.’

On embracing colour

‘Red is deemed too obvious but, actually, the right shade of red looks sophisticated and classic. Deep reds, blue-toned reds and bright ruby red are all more flattering than orange-red. Similarly, emerald green and forest green are not as harsh as black, particularly if you're blonde.’

On the most flattering pants

‘High-waisted, retro-inspired, big knickers are incredibly sexy. You’re not giving everything away. Poor Bridget Jones, she was in the wrong era. Our best-selling shape is a Brazilian. It’s sleeker and a bit cheekier than a full-coverage brief.’

On age-defying styles

‘The lace, high-necked Belle balcony bra is one of our signature shapes – my 79-year-old mother wears hers under dinner jackets, with the lace showing across her decolletage and it’s perfect.’

On wearing the wrong bra size

‘We fluctuate, even within the month, let alone over decades. Go and get measured. I know you’ve been putting it off.’

On the return of the push-up bra

‘They were not comfortable 30 years ago. They were so rigid! That has all changed now with softer padding, better elastics and straps.’

On designing for M&S

‘Marks & Spencer has been selling bras since the 1920s. I think it's everybody's first underwear purchase. I called my mother and asked if she remembered buying my first bra and she said, “Of course I do. It was M&S. Everybody went there.” It's part of the fabric of women's lives.’

M&S x Coco de Mer will be available from 15 October, from £15 - £55, marksandspencer.com