H&M expands size offering in the U.S.
Sweden’s H&M
The fast-fashion giant said the expanded offering recognizes “the industry-wide challenges that prohibits size inclusive change,” adding it is “taking steps to make the brand more inclusive for the plus-size community by having an explicit focus on offering a more comprehensive and diverse assortment of sizes for all body types,” according to a press release.
Implementing the changes, H&M U.S. has partnered with founder, activist, and model, Tess Holliday, to tap her knowledge of the industry and personal experience as a plus-size shopper, as well as advocating to affect change within H&M.
Over the past few months, Holliday has worked closely with H&M and its local U.S. Content Studio, providing feedback during model castings and on best practices for photo shoots while ensuring extended sizing styles were not only wider ranging in size, but also stylistically so the garments are flattering in fit.
“H&M embraces inclusion as a business imperative. H&M’s evolution and progress on extended sizing reflects our commitment and focuses on challenges faced, progress made and more progress to come,” said Donna Dozier Gordon, H&M’s head of inclusion and diversity for region Americas.
“We are proud to be working with Tess, who has been instrumental in helping us ensure we are delivering an inclusive customer offering and experience.”
In addition to the extended size assortment, H&M recently introduced a new denim collection, ‘Curvy Denim’, which is sized to focus on fit and shape instead of size. It caters toward a curvier body shape by including more room in the hips and thighs and a longer rise, said the brand.
