H&M to make female clothes sizes bigger

Image copyright Rebecca Parker
Image caption Shopper Rebecca Parker criticised H& M for how its clothing were sized

H& M clothing sizes will become bigger following problems from customers.

The spokesperson for the high street chain stated: “We are taking the steps to modify our womenswear measurements to be in range with UK sizing. ”

For example , the Swedish chain said the previous measurements plus fit of a size 12 would certainly now be the measurements of a dimension 10.

Many consumers have previously complained that H& M sizes are too small.

In March, shopper Rebecca Parker wrote an open letter complaining that despite being a 12/14 she struggled to fit into dimension 14 jeans at H& Meters.

Image copyright Rebecca Parker
Image caption Rebecca Parker was “angry and frustrated” the size 14 skinny jeans were not made for a size fourteen woman

“Why is it OK for a brand name to label an item of clothes as a size which it obviously isn’t, ” she asked.

She pointed out that while H& M sold items emblazoned along with phrases such as #GRLPOWER or SISTERHOOD the shop’s sizing policy was your opposite of empowering women.

She said that, at the age of 25, the girl was “thoroughly content” with the girl body but wonders how the girl teenage self would have reacted.

As a 13-year-old, she creates, she felt “podgy and unhappy when I had to reach for a dress that was labelled with a number within the high teens”.

Talking with the BBC following H& M’s announcement, she said she had been “really thrilled” her “nagging” acquired paid off.

“I simply hope they follow through, ” the girl added.

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Press caption Size 8 suit model Megan Taylor investigates the particular sizes of jeans at various stores

Other customers had previously delivered to Twitter to register their dissatisfaction along with H& M’s sizing.

The story of sizing

Much of today’s sizing originates from the survey of measurements carried out in the year 1950s by a man named WFF Kelmsley, sponsored by the Joint Clothing Authorities.

Despite attempts to make a standardized sizing system in the UK, simply no government has ever made it necessary, says textiles expert Dr Vikki Haffenden from the University of Brighton.

However , the difficulty is the fact that if there was a comprehensive sizing program to match every body shape, there would need to be at least 50 sizes.

“It would be too awkward, ” she says.

The concept of sizing is relatively new, the lady explains. Before the mass-production of clothing people would usually make or even adjust their own clothes or take the capsules to a tailor.

Nevertheless , technology could soon make clothing sizes obsolete.

Doctor Haffenden says that many companies are discovering ways of using body scanning in order to accurately measure a customer’s physique in order to produce a perfectly fitted dress.