H&M Pledges To Change Its Sizes Following Gripes From Multiple Shoppers



Image via Vytautas Kielaitis / Shutterstock.com

H&M’s sizes run a little smaller than some other brands in the market, but all that is about to change.

The fast fashion retailer is revising its measurements for womenswear in the UK. The announcement follows a surge of complaints from customers who say its clothes don’t match up to “UK size” charts.

In March, shopper Rebecca Parker—a UK size 12 or 14—posted a lengthy Facebook letter calling for H&M to be truthful in how its clothes are being measured after struggling to fit into a pair of jeans.

“Surely… a shop in which I can buy a glittery pencil case with ‘#GRLPOWER’ written on it, or a t-shirt with ‘SISTERHOOD’ emblazoned over the chest, is the very place that should be glorifying women of every shape and size and making them feel amazing. How can you expect women to feel empowered if the clothes you try to sell to them do the exact opposite?”

She added, “If a pair of jeans says it is a size 14, please make it a size 14.”

A couple of social media users also lamented about how they had to put on size 16 clothing despite being able to fit in size 12 wear elsewhere.

“I gave up shopping there after that. Their sizes are ridiculous,” one wrote. “It’s called ‘UK size’ for a reason. It means all clothes in UK stores should measure to that guide.”

A H&M spokesperson told HuffPost UK, “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.”

The process will require some time, however. “This will be a gradual process and we cannot confirm when this will be 100-percent complete,” they explained.

Customers will be pleased to know that some of H&M’s apparels already follow the new sizing. “The new sizing is in effect already in our stores and shortly will be online,” the spokesperson said.

“We aim to make this transition as smooth as possible for the customer and we urge customers to try on garments and check the measurements for guidance.”

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I went to H&M and got peeved about a pair of jeans. So I wrote them a letter…

Dear H&M,

I have always felt pretty…

Posted by Becs Parker on Thursday, March 22, 2018

Raise your hand if you've ever felt personally victimised by H&M clothing sizes pic.twitter.com/5C14S6M4pV

— Georgie (@georgiephilippa) May 26, 2018

Come on, @hm – you guys NEED to sort this out! H&M 16 (blue) vs Primark 16 (black). Not cool. pic.twitter.com/aHgDo5tkqm

— Samantha Bell (@SamanthaJBell) August 21, 2017

When are @hm going to start making clothes that are actually a size 12, sick of having to go up to a size 16 and the clothes still not fitting, clearly people who are a size 12 aren’t allowed boobs or a bum

— Melissa (@melissaharbyx) June 4, 2018

I remember trying on a size 12 shorts in H&M that wouldn’t even go over my knees, size 16 didn’t either. I gave up shopping there after that their sizes are ridiculous. It’s called “UK size” for a reason, it means all clothes in UK stores should measure to that guide.

— Jessica (@itsmsjessy) June 5, 2018

[via Pretty 52, cover image via Vytautas Kielaitis / Shutterstock.com]

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