High street chain H&M have announced it is making clothing sizes bigger in UK stores, following years of complaints from its customers.
A spokesperson for the Swedish retailer 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”.
H&M’s current size guide has a UK 12 as a European 38, when it corresponds to 40 in most stores. Therefore when selecting your usual dress size, you’re actually trying on one that is smaller.
It’s a change that will no doubt will be welcomed by shoppers, who have experienced changing room nightmares in store.
University student Lowri Byrne hit out at H&M last year, when she could "barely breathe" after squeezing into a size 16 dress, despite her being a size 12.
She shared photos on H&M’s Facebook page, writing: "Please sort your sizes out because this is absolutely ridiculous!"
Others have also taken to social media to share their criticism, with one adding "No wonder young girls end up feeling so insecure when sizes are so inconsistent."
H&M have already started rolling out the new sizing, but it may take a while for all stores to receive the updated labels.
“This will be a gradual process and we cannot confirm when this will be 100% complete,” the spokesperson said.
“The new sizing is in effect already in our stores and shortly will be online, 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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