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Shopper Calls Out H&M For Consistently Mislabeling Their Designer Lines


A furious shopper has called out H&M for selling size 16 jeans which are five-and-a-half inches smaller than a same-sized pair at Primark.

Samantha Bell uploaded photos of the jeans next to each other on Twitter, where the vast difference in sizing between the black Primark pair and the blue H&M pair is extremely notable.

“Come on, @hm – you guys NEED to sort this out!” the Tweet read.

Bell, who hails from Manchester, confessed that she was ‘fuming’ because she couldn’t find any jeans that fit her in the store.

“I find that clothes are inconsistently sized from one high street shop to the next, but H&M has notoriously inconsistent sizing across the store,” she told The Independent.

“I shop at H&M fairly regularly because I actually really like their clothes, I just find it very disappointing that the sizes vary so much. On the same day, I can buy clothes from them in anything from a 12 to an 18!” she confessed.

Using her hand to measure the difference between the two trousers, Bell found that the H&M jeans were 14cm smaller than the Primark ones, despite both being the same “skinny fit” style.

Bell’s attempts to get in touch with the brand via Twitter have been unsuccessful thus far.

“I really do think they need to sort it out,” she said. “I’m amazed with how much it’s resonated with others, so many people, men and women, have said ‘yes, me too!’. There’s a lot of us who share the same frustrations.”

People were quick to offer their sympathies to Bell on Twitter.

“H&M are absolutely terrible for it. I’m a 6-8 and often a 12 in there. Ridiculous sizing!” one user wrote.

“That’s very disappointing,” another added.

A similar incident occurred in May when size 12 student Lowri Byrne demanded that H&M “sort out their sizes” after she struggled to squeeze into a size 16 dress from the high street retailer.

At the time, a spokesperson for H&M issued a statement Cosmopolitan:

“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 UK are the same in all the 66 markets in which we operate and online. As there is no global mandatory sizing standard, sizes will differ between brands and different markets,” they said.

The leading retailer has yet to respond to Bell’s public complaints.





By Olivia Petter



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