Swedish clothing retailer H&M is set to alter the UK sizing of its womenswear collections, following criticism from customers claiming sizes fit far smaller than expected.
The retailer will alter its sizing, meaning that the measurements that formerly were a size 12 will now be labelled as a size 10.
In a statement, a spokesman for H&M said the business was “taking the steps to change our womenswear measurements to be in line with UK sizing”.
Previously, the retailer has translated EU sizing one size lower in UK sizing than most retailers, meaning, for example, that in H&M, an EU 38 would be a UK 12, whereas in most shops it would be a UK 10.
The move comes following several customer outbursts on social media, showing frustration at the sizing policy. Some criticised the sizing as having a negative impact on women’s confidence.
H&M said that new labels were already beginning to be being rolled out, adding: “This will be a gradual process whereby customers will experience a transition period, and are encouraged to use our sizing guides online or ask our store staff for advice when shopping”.