H&M is known for its coveted limited edition designer collaborations, but the latest has sparked backlash over a lack of size inclusivity.
The H&M x Simone Rocha fashion collection was unveiled just yesterday (January 14), but people have already noted an issue with the sizing.
Within the high street retailer’s social media campaign, Simone Rocha says in a video that the collection was made to share with people across ‘all ages, all sizes, all nationalities’.
In a different promotional video, Normal People actress Daisy Edgar-Jones can be seen modelling some of the clothes while saying: ‘I feel that her clothes are made for everyone, which is really wonderful.’
Yet it was then confirmed on H&M’s official Instagram that pieces from the women’s range, due to launch March 11, will go from XS to L in European countries, while the US will also have XL.
Many would-be shoppers have taken to Twitter to express their disappointment over missing plus-size options.
Author Louise McSharry called the lack of sizing ‘gutting’ and revealing of a ‘disconnect’.
She wrote: ‘I foolishly assumed the collection would come in @hmunitedkingdom’s standard size range at least.
‘This is not making your clothing accessible to “all sizes” @Simone_Rocha_. In fact, it’s a kick in the teeth for women like me who could save up for years and still not be able to wear one of your beautiful pieces.’
She added: ‘”All sizes” is not a catchphrase you can drop in to make yourself feel like you’re being inclusive.’
Many others have replied to the thread disappointed, saying that a large size in H&M comes up small on them anyway. According to their online size guide, an L is equivalent to a UK size 16-18.
Derry Girls actress Siobhán McSweeney also Tweeted her disappointment, saying: ‘Yet again another designer claiming to be inclusive yet not including sizing that would include half of the population she is aiming for.’
The collection will be mostly made up of womenswear, but it will also include menswear and childrenswear.
H&M’s official launch statement says: ‘Each category combines a full wardrobe; special occasionwear, including tulle dresses and tailoring, alongside knits, shirting, outerwear such as trenches, casual T-shirts, accessories, including Rocha’s signature sparkling jewellery and pearl-embellished footwear.’
Speaking of her collaboration, Simone says: ‘I am so thrilled to be working with H&M on this very special collection.
‘It truly is a celebration of the signatures of my brand, and the influences that have shaped me.
‘As a designer, and as a customer, I’ve been such a fan of the H&M collaboration concept.’
A spokesperson said: ‘H&M’s overall product offering is continuously reviewed depending on the collection, season and customer demand. For this collection we have decided to offer our customers sizes up to 42 but we offer other collections up to size 54.’