contact Håcan Andersson said in a statement, following an upset row with several customers, including former bulimia sufferer and swimmer Emma Igelström. H M's latest catalogue was sent out to thousands of Swedes last week. The explanation did not do much to satisfy the critics, however. "It's regrettable if we've upset anyone with the pictures Andersson said. Swedish fashion chain, h M stands accused of lying after a model who could wear their medium-sized clothes was touted as "plus size" in its new catalogue. "The model looks like a totally normal girl, even skinny. Cannot be used for Gift Card purchase or shipping. In single-sizing, size 40 is equivalent to H M's medium. Valid in the US only. Some online sleuthing disproved his statement. It is not the first time in recent months that the fashion chain stands accused of deceptive advertising and of sending questionable body image messages. .
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The official H M spokesman responded it was open to "interpretation" whether the model used in the campaign should be deemed plus sized. "H M confirmed that Sabina was photographed in H M's size 44 clothing and that she fit perfectly in them, and therefore requested that the sizes on the website be coordinated Mikas founder Mika Kjellberg told the newspaper Expressen. Emma Igelström, former professional swimmer and author of a book about her battle with bulimia, was one of the catalogue recipients who was shocked and concerned by the images. Model Sabina Karlsson's international agency, Ford Models, had her size listed online. "Of course you can put size 44 clothes on a girl who normally buys a medium Swedish journalist Frida Boisen wrote in an irate column in the Expressen newspaper, arguing that by such logic any number of smaller sizes could be called plus.
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