August 11, 2017 Why H&M’s sizing is making you feel weird about your body for no reason

There are many reasons people don’t like shopping. The crowds, the expense, the dressing room mirrors. Oh, and the lights. What is it with those lights? Why is everything so bright?

Anyway, mentally preparing yourself for a trip to Westfield is a chore at the best of times, but now H&M and other fast fashion chains are making sure it’s the worst of times, like, all the times.

H&M has recently come under fire for their ridiculous, unrealistic sizing. Last month, an H&M customer by the name of Lowri Bryne took to social media to call out the problem, posting a photo of her size 12 body unable to fit in a size 16 dress.

Lowri Byrne

Her post was met by thousands of customers all around the world who’d had a similar experience, noting that their usual size was not even close to H&M’s standards.

This is worrisome for obvious reasons. Society places a huge pressure on women to be thin, and unfortunately, many young women equate beauty to their pant size.

So if you’re already feeling insecure about your body, having to ask for a pair of jeans at least two sizes up ain’t gonna help the situation. Why are they making things so small?


After much social media backlash, the retailer released a statement:

“H&M hugely values all customer feedback. It is only ever our intention to design and make clothes that make our customers feel good about themselves, any other outcome is neither intended nor desired. H&M’s sizes are global and the sizes offered in the U.K. are the same in all the 66 markets in which we operate in and online.”

“As there is no global mandatory sizing standard, sizes will differ between brands and different markets. Our dedicated, in-house sizing department works according to an average of the sizes and measurements suggested by the markets we operate in. H&M sizes are continually reviewed by our in-house sizing department.”

So, with that in mind, the answer is… I have no idea

Their statement explains nothing and accepts no fault, even though last week I had to take three different sizes into their change room and the one that fit was very different to what I am in Levi’s.

So while we’re still waiting for H&M to rectify the situation, this just serves as a little reminder that next time you try on a dress in H&M that would be more functional as a headband, you aren’t alone. It’s them, not you.

Erin Bromhead
is a contributor for A•STAR