H&M to make its UK sizes bigger

After years of complaints the Swedish store is making a change 
H&M
Sabrina Carder5 June 2018

Any H&M fan will tell you that they love the clothes, but loathe the size guide.

The Swedish shop's size scale has become a much talked about topic on social media in recent years, with women constantly calling out the brand for their small sizes.

Most recently, Rebecca Parker wrote an open letter to the brand after trying on a pair of size 14 jeans, which were sized smaller than the average high street store.

"Why is it ok for a brand to label an item of clothing as a size which it clearly isn’t?" she stated.

Her experience in the H&M changing room is not isolated, a quick scroll through social media and you'll see a flurry of tweets from women sharing similar stories and asking H&M to re-think making their sizes bigger.

And, today, they have.

"Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing," said H&M in a statement.

The label went on to say: "For example, the previous measurements and fit of a size 12 will now be the measurements of a size 10."

The sizing changes will be transitioned both in store and online, the staement concluded: "We believe this transition will improve our overall customer experience and we hope our customers will feel encouraged we have listened to their valuable feedback."

So, never again will you have to enter the H&M changing room with the fear that a pair of jeans won't pull up over your thighs or that you're going to get stuck in a bodycon dress.

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