Swedish fashion giant H&M is to change its UK clothing sizes after a backlash from customers who claimed they were smaller than the equivalent size in other retailers.
H&M currently labels its womenswear one size down from other retailers, so for instance an EU38 would be labelled as a 12, whereas in other stores this would be a 10.
According to The Guardian, a spokesperson for the retailer said it would be bringing its labelling in line with other brands. “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 spokesperson said.
The move came after customers took to social media to complain about the issue, with one, who is a size 12/14 claiming she had been unable to get into a pair of size 14 jeans leaving her “annoyed, hot and frustrated”.
H&M said there would be a transition period as it gradually introduced the new labelling and advised customers to consult its online size guides.