Scandinavian Fashion

Sweden’s giant clothing retailer H&M is changing the name of  its plus size collections for women .  Until now, it has called its large size collection “Big and Beautiful.” As of Spring 2012, H&M is rebranding its plus size collections as H&M+, “meaning fashion will always come before size at H&M,” the company announced in a press release. .

“The name is changing for the simple reason that we want the label to be presented clearly as part of H&M, and not as a separate label,” Christina Jørgensen, PR Coordinator in Denmark for H&M told FashionForum.dk.