H&M adds plus-size collection in partnership with Tess Holliday

H&M clothing company based in Sweden announced it would add plus sizes in its stores. This comes as plus-size fashion is becoming popular and even making an appearance on the runways that previously were only dominated by slim-figured models.

H&M US has hired Tess Holiday, a popular American plus-size model, blogger, and make-up artist based in Los Angeles, to be its size and inclusivity consultant as it aims to expand its plus-size collection.

Vogue reported that the expansion would feature H&M clothing products in large sizes of up to 4XL for women and 3XL for men. The new sizes are set to be launched across the United States.

It should be noted that in stores, H&M will only sell up to 2XL, and the larger sizes are available online. Before the fashion retail brand made the decision to include the plus-sizes, it had only been selling men’s and women’s clothing pieces of up to XL, both online and in-store.

Now, customers will have new options, especially those who often have trouble finding fashionable clothes in their large-size frames.

Donna Dozier Gordon, H&M’s head of Inclusion & Diversity in Region Americas, said that the company’s mission is to make style accessible to everyone, and this plus size project is a fulfillment of this goal. She added that Tess Holiday is helping them assess how they must speak to shoppers in the right way.

"H&M embraces inclusion as a business imperative. H&M's evolution and progress on extended sizing reflect our commitment and focuses on challenges faced, progress made and more progress to come," Gordon said in a press release. "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."

Tess Holiday also said, "Fashion should be accessible and inclusive. Together with H&M U.S., we are democratizing the fashion industry here in the U.S., creating a runway for customers to experience shopping that is an equalizer, not divide.”