What NOT to wear to read BBC headlines? M&S dresses
IT HAS dressed Middle England for more than 100 years, but it seems Marks & Spencer isn’t good enough for some of the BBC’s big fish.
The chain’s popular Per Una brand has popped up on a damning list of what not to wear on-screen, circulated among presenting staff.
The memo, described by its own author as a ‘minefield of politically correct pitfalls’, appears to have raised hackles among some staff.
In the leaked email, senior BBC editor Sam Smith implores her team to ‘up our game’ in the sartorial stakes.
Alongside a lengthy list of don’ts – including no jewellery, fur, leather, ‘mock croc’, patterned tights or PVC – she states simply: ‘Avoid Per Una.’
No other brand is mentioned and no explanation is offered as to why the clothing line should be singled out, but users of Mumsnet have previously derided Per Una as ‘frumpy’.
Miss Smith, editor of BBC’s Inside Out South West current affairs show, made the pronouncement in a memo under the subject ‘What to wear’ after comparing her colleagues unfavourably to rival 6.30pm news programmes.
She wrote: ‘The below is my view based on long experience of getting it wrong and very occasionally right both reporting and presenting… this is a starting point for a conversation so pitch in with your own thoughts. This is a minefield of PC pitfalls.’
Per Una has become a major success for M&S since its launch in 2001 as a joint venture with Next founder George Davies.
M&S, which last week announced a 64 per cent fall in profits, describes the range as ‘defined by confident colours and prints’.
Miss Smith, who lives in Plymouth with her partner Peter and their two children, according to a BBC profile, breaks down her suggestions by gender.
She writes: ‘Women – the starting point is a smart jacket. You need at least one black for sombre stories. Skirts should reach to somewhere around your knees – controversial, maybe – but I honestly believe anywhere else is distracting. Hair – I wore mine below shoulder length for years. It was a nightmare and required a ridiculous level of attention. Shoulder length and above is easier to cope with.’
Miss Smith continues: ‘No cardies. Even the very nicest ones in real life look too casual on TV. Avoid Per Una.’
For men, she states: ‘Jeans and chinos – generally no. Chinos went out on-screen with [1980s pop group] Haircut 100.’ She finishes: ‘TV is entirely artificial. Things that look great in real life can easily look distinctly odd… on the telly.’
The BBC said: ‘This informal advice was shared with a small number who appear on-screen about what does and doesn’t work on camera or under TV lighting.’
M&S declined to comment.