This is not just any push-up bra, it’s an M&S Wonderbra

MARKS & SPENCER has struck a deal to sell the iconic brand Wonderbra from next month.

The agreement is part of a strategy to bring labels such as Hobbs, Jigsaw, Joules and White Stuff into the high-street giant’s stock.

The arrival of Wonderbra – known for its 1994 ‘Hello Boys’ advert starring supermodel Eva Herzigova – will be regarded as a coup by M&S, whose lingerie line remains successful despite headaches in other parts of its business. M&S sells its own bras but believes the Wonderbra, available on the M&S website from early December, will attract more shoppers.

Neil Harrison, director of guest brands at M&S, said the addition of labels is ‘an exciting way to offer our customers even more choice’.