High street fashion retailer H&M has announced changes to their measurement system to match UK clothes sizing.

The move is in response to regular complaints from shoppers who feel the clothes sizing is too small.

Customers have often found they need to buy one, two or several sizes up in order to get clothes to fit.

Now, the shop is finally doing something about it.

An H&M spokeswoman 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.”

There are 14 H&M stores in the Republic of Ireland and four in Northern Ireland. Donegal’s only H&M store is at Letterkenny Retail Park.


H&M Letterkenny

The changes will be rolled out in stores gradually, the spokesperson said:

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

“We believe this transition will improve our overall customer experience and we hope our customers will feel encouraged we have listened to their valuable feedback.”


In March of this year, shopper Rebecca Parker wrote an open letter to the retail giant calling them out on sizing.

She said: ” I’ve always been a 12/14 and pleased with it but when I tried on your jeans I was annoyed, hot and frustrated. The pair of jeans clearly were not made for a woman who is a size 14. Why is that?

“I’m asking you to be honest, not just for my benefit, but for all the women and young girls who come in to your shop to buy from a brand that is seemingly so cool, hip and right on. A brand that openly sells products that claim and, probably aim, to praise and please women.

“If a pair of jeans says it is a size 14, please make it a size 14.”

Finally, we’ll be seeing true sizes soon!