A woman's Facebook post calling out the 'unrealistically small' sizing in H&M has been shared more than 8,000 times since being posted on Monday 13 June.
Ruth Clemens was visiting her local H&M in Leeds when she decided to try on a size 16 pair of jeans - the largest size the brand stock.
To her shock, as she is usually a size 14, the jeans would not do up - leading Clemens to pen a powerful open letter about the lack of "accessible" high street clothing.
"Dear H&M," Clemens began the open letter.
"I was browsing your sale items in your Leeds store and spotted this pair of kick flare jeans. They were only a tenner - bargain - and a size 16. I'm normally a size 14 on my hips (occasionally 16 if buying trousers) so I thought I'd try them on. It did not go well.
"As I'm sure you're aware, size 16 is the largest size you stock (apart from in your plus size range, which is very limited in store and does not offer the range of styles for the fashion-conscious that are available in smaller sizes).
"I am not overweight (not that that should matter) and although I'm five foot 11 my body is pretty average shape-wise. It's already difficult enough for me to find clothes that fit well because of my height, why are you making jeans that are unrealistically small?
"Am I too fat for your everyday range? Should I just accept that accessible and affordable high street and on-trend fashion isn't for people like me?
"You might recognise the top I'm wearing - it's one of yours and it's a size Medium. Sort it out would you."
A spokesperson for H&M told The Huffington Post UK: "Everyone is welcome at H&M and we value all feedback.
"H&M works with the same measurements and sizes within all concepts, across all 62 markets and online, however the fit of a garment may vary depending on the style, cut and fabric."