H&M seems to be finally be conceding to endless customer complaints that its sizes were too small as the Swedish fashion giant is set it increase the measurements for its UK sizing range.

Over the past few years, H&M in the UK has had to deal with customer criticism that its womenswear sizes were considerably smaller than those of its high street peers. But now H&M has confirmed that it will be reviewing and adjusting its female sizes to ensure they align with standard UK measurements.

"Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing, for example, the previous measurements and fit of a size 12 will now be the measurements of a size 10," said an H&M spokesperson to FashionUnited. H&M was encouraged to review its womenswear sizing after receiving negative feedback from a wide range of customers, including Rebecca Parker, who recently called out H&M after trying on a pair of size 14 jeans, her usual size, in a Newport store in South Wales.

"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," wrote Parker in an open letter posted on Facebook. Part of the issue with H&M's UK sizing is linked to how European clothing sizes are translated to UK sizes. Although most high street fashion store label an EU size 40 as a UK size 12, H&M would label it as a UK size 14, causing confusion among shoppers.

H&M has already started to roll out its change of labels and measurements but has stated it will take a matter of time before all of its womenswear stock is updated. "This will be a gradual process, we aim to make this transition as smooth as possible," added the H&M spokesperson. "We encourage customers to try on garments in store and to use our sizing guides online or ask our store staff for advice when shopping. We believe this transition will improve our overall customer experience and we hope our customers will feel encouraged we have listened to their valuable feedback."