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HM expands sizing range in US

H&M has extended its range of size options in the US as part of its mission to make its brand more inclusive. The fashion retailer now… View Article

FASHION RETAIL NEWS UK

HM expands sizing range in US

H&M has extended its range of size options in the US as part of its mission to make its brand more inclusive.

The fashion retailer now offers products that go up to 2XL in-store for women and men and up to 4XL online for women and 3XL for men.

H&M has partnered with founder, activist and model, Tess Holliday (pictured) to help deliver the more inclusive offering and to learn from her own personal experience as a plus-size shopper.

Holliday was consulted to ensure the retailer was equipped with the tools, information, education and support to help mitigate bias, improve inclusion and promote diversity. This covered everything from design ideas and product development to marketing and communications.

Holliday was also involved with work in H&M’s local US Content Studio where she provided feedback during model castings and on best practices for photo shoots.

Donna Dozier Gordon, H&M’s head of inclusion and diversity for region Americas, said: “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. 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.”

H&M has also recently introduced a new denim collection called Curvy Denim which is sized to focus on fit and shape instead of size.

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