It is hoped women will buy the bright pants for their partners
Marks & Spencer has moved further away from its former cosy image by revealing a new line in raunchy men's underwear.
Sensible Y-fronts are being joined by thongs, hipsters, and glittery pants, as the High Street institution looks to attract trendy, younger customers.
The new risque range, called Something for the Weekend, includes a pair of black hipsters with the word Stud spelt out in diamante stones on one leg.
Other black hipsters have a glittery silver panel down the side, while the thongs follow the success of a limited edition Valentine's Day thong in 2003.
Tight-fitting pants in bright-colours are also part of the new range.
An M&S spokeswoman called the selection "slightly quirky" and a "more fashion underwear range".
She said: "It is targeted at the younger audience who look for a fashionable top and pair of trousers and also want fashionable underwear as well."
They hope that women will boost sales by buying the items for their partners, either as a Christmas or birthday gift.
The firm said that three-quarters of the women interviewed preferred men in "tight-fitting" underwear.
And in an M&S survey almost 60% of women said they would buy pants for men more often if there were interesting styles and colours.
However, traditionalists need not fear that the glitzy range means an end to the classic pant designs.
The spokeswoman said: "The traditional image of M&S is a staple diet of underwear in classic colours and styles that are products for every day.
"There will always be Y-fronts, thermals and long johns because there is a demand, but the new range shows how far we have evolved."
The company says it commissioned research among 2,300 adults, and claims 70% of men care as much about how they look in underwear as women.