[1][2] Morris began making soft-cup bras in 2009 alongside their main clothing brand, but switched focus to lingerie due to demand.
[1][5] In 2017, to promote body positivity, Lena Dunham and Jemima Kirk starred in a series of untouched photos wearing the brand's lingerie.
[12] On 2 December 2020, an article by David Farrier and Zoe Walker Ahwa explored allegations that the owners were embracing QAnon conspiracy theories on social media and not taking COVID-19 seriously.
[13] Several staff members said they were told that there was no need for customers to sign in as it was a "breach of their privacy" and that employees were not required to wear personal protective equipment (PPE).
Staff received a reply from the owners that said they took the concerns seriously but acknowledged there may have been a lack of clarity around social distancing and they were looking to nominate a health and safety representative.