H&M pledges to make UK sizes bigger after years of complaints

Danielle Fowler
Freelance Writer
H&M has pledged to make its UK sizes bigger after years of customer complaints [Photo: Getty]

After years of customer complaints, H&M has finally pledged to make its UK sizes bigger.

Though the high street is known for its confusing sizing, the Swedish chain falls under the most criticism on social media.

Last year, customer Samantha Bell called out the store for its inconsistent sizing by comparing size 16 H&M jeans with a pair of size 16 Primark jeans on Twitter.

Her post soon went viral, as the Primark numbers were strikingly larger than H&M’s despite boasting the same sized label.

In March, fellow customer Rebecca Parker penned a candid letter to the company via Facebook after struggling to fit into a pair of size 14 jeans despite being a size 12/14.

She wrote that although at age 25 she is finally comfortable with her body, she worries about the damaging impact the brand’s sizing could have on teenagers.

“My thirteen year old self wasn’t comfortable with being curvy. I felt fat, podgy and sad when I had to reach for a garment that was labelled with a number in the high teens,” she said. “Why is it OK for a brand to label an item of clothing as a size which it clearly isn’t?”

It was recently revealed that the reason why so many of us end up buying larger-than-usual sizes at the high street chain is due to the way in which UK sizing matches up to its European equivalent.

In the UK, a size 10 correlates to a European size 38 but in H&M size conversion means that clothes in this size are wrongly labelled as an EU 36 (which is a UK size 8).

A spokesperson for H&M announced: “Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing, for example the previous measurements and fit of a size 12 will now be the measurements of a size 10.”

“Customers will experience a transition period and are encouraged to use our sizing guides online or ask our store staff for advice when shopping.  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.”

The Scandi store will slowly begin to roll out its new sizes in the near future.

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