H&M is finally making its sizes bigger after years of criticism from shoppers

Anyone who has shopped in H&M knows how confusing it can be to find the right size.

For many woman (and men), the store’s sizes come up significantly smaller than expected, often leaving them frustrated and disheartened. But that’s all about to change as the Swedish retailer is finally updating its sizing to bring it in line with standard UK measurements. Hurrah!

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The high street store announced the news recently following years of criticism from British shoppers (see below), who it was recently revealed find themselves buying larger sizes at H&M due to the way UK sizing corresponds to its European counterpart. For example, a UK size 12 usually equates to a EUR 40, however, size conversion at H&M means that clothes in this size are labelled as a EUR 38, which is actually a size 10. Confused? Us too. Although we won’t have to put with it for much longer.

The new changes will mean that an item which would have previously been labelled as size 12 will now be labelled size 10, and an item that was previously labelled a 20 will now be an 18. Speaking to HuffPostUK, a spokesperson for the company said: ‘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.’

While the changes have already been made in some stores, it could take some time before all stores across the country to be fully restocked with the new measurements.

‘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.’

Get ready to kiss goodbye to those dreaded changing room nightmares!

5 times H&M was criticised for their sizing

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Posted by Lowri Byrne on Thursday, 25 May 2017


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Posted by Charlie Clarke on Saturday, 20 May 2017

EDIT:(Essay Alert)A quick FYI to some of the comments.I used to be a size 18, so body shaming was not my intention…

Posted by Marianne Gray on Sunday, 19 February 2017

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Posted by Becs Parker on Thursday, 22 March 2018