PEOPLE WHO WEAR clothes, rejoice! Never again will you stick your leg into a pair of jeans from H&M and be dismayed at the fit.

Well, that’s the plan anyway. After several complaints, the Swedish retailer is looking to address its inconsistent sizing once and for all. Hooray!

Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing. The previous measurements and fit of a size 12 will now be the measurements of a size 10.”

Basically, incorrect labelling mean that when you thought you were trying on a size 12 in store, you were actually attempting to shimmy into a 10, which explains the frustration.

With 14 stores in Ireland, H&M notes that “this will be a gradual process”. In the meantime, the brands advises that customers “use our sizing guides online or ask our store staff for advice” during the transition.

The move comes after H&M was continuously called out by shoppers on social media over its sizing. In March, shopper Rebecca Parker wrote an open letter after she struggled to fit into a size 14 at H&M despite being a 12 to 14.

She wrote: “The more I thought about it, and those jeans, I realised it wasn’t my failure that prevented me from pulling on a pair of trousers, but yours.

I am very proud of my body. It has taken a long time but I am thoroughly content with my large hips, squishy thighs and little tum, thank you very much.

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?”

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