J.Crew stirs up series of controversy after introducing size XXXS

American fashion label J.Crew has launched a new clothing size in its stores, size

000 or XXXS which stirred up controversy among consumers.

According to the retailer, the smaller size was introduced to appeal to smaller sized shoppers and first launched in its new store in Hong Kong this May. J.Crew stated that it had to “extend additional sizing to accommodate customer demand primarily coming from the Asia market. Our sizes typically run big and the Asia market tends to run small.”

On Twitter consumers have been sharing their thoughts on J.Crew's new size. “J. Crew just started selling size 000...finally my left thigh can be fashionable,” tweeted Grace Ann. “So now size 000/XXXS exists thanks to J.Crew. I feel like I just got fatter,” tweeted V Sangel. Some shoppers believe that the smaller sizing may encourage more woman to develop an eating disorder such as bulimia or anorexia.

Others have accused the fashion retailer of part taking in “vanity sizing,” which is said to create an illusion of thinness in consumers by using number deflation. A size 0 in the US is equal to a size 4 in the UK. A size triple 0 or XXXS is said fit someone with 58 centimeter or 23 inch waist, the measurements of a children aged six to eight.

J.Crew argues its new size had nothing to do with “vanity sizing” that its sizes run up to a UK 16 and also offer sizes for tall and petite, adding that its available sizes are based on customer demand.