H&M changes its sizes to stop women feeling fat

H&M is to bring its female clothes sizes into line with the UK standard after being accused of making women feel fat. The high street chain said it was changing its measurements after scores of shoppers complained its sizes were too small.

An H&M spokesman said: “Following customer feedback, we are changing 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.

“Customers will experience a transition period and are encouraged to use our sizing guides online or ask our store staff for advice.”