![]() The brand made headlines in 2016 for casting plus-sized model Ashley Graham in their campaign without carrying plus-sized clothing in stores. Vanity sizing aside, H&M and other mainstream stores have a duty to properly and sensitively size its clothing. Fitting into a small size, could boost a customer's self-esteem influence a sale and return custom. This may seem like a step in the right direction - and will certainly make visits to the dressing room marginally less dramatic - but some feel that it’s not enough, especially when it comes to inclusivity. Vanity sizing in some shops (brands who purposely apply low numbers to bigger items) can help secure a purchase. The next phase will make the same sort of shift within numbered sizing - so if you were formerly a size 12, you’d now be a 10. The brand first began to make this shift in late 2017 for the H&M Divided collection, when they updated their XS-XXL sizing by one standard deviation (meaning that if you used to be a medium, you’re now a small) and adding size XXS to make up the difference, the spokesman confirmed. The new sizing will be more in line with the North American sizing standard and the retail landscape of the market." ![]() "We always want to listen to our customers and their feedback. ![]() "H&M in the USA will be updating their sizing structure for ladies’ customers starting with new Summer and Fall 2018 products,” a spokesperson for the brand told TODAY Style, adding that this will affect the U.K., U.S., Canada, Mexico and Colombia locations. ![]()
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