However, fans of the label were quick to point out online that the “fresh direction” didn’t include customers above a size 18, with the brand dropping size 20, or XXXL, from its range. The latest collection is instead available in sizes 4-18.  

According to an investigation by Refinery29 last year, while it’s typically reported that the average Australian woman is a size 14-16, data indicates that is not actually the case. The Australian Bureau of Statistics (ABS) 2017-18 National Health Survey (NHS) found more than two-thirds (67 percent) of Australians aged 18 and over were classified as ‘overweight’ or ‘obese’. After comparing the average measurements in the survey with the size charts of 20 of Australia’s most popular clothing brands, the author determined the average Australian woman typically wears a size 16-18. 

A spokesperson for Witchery told news.com.au the decision to axe their largest size was made after “careful consideration”.

“Size inclusivity is important for us, and we’re proud to be one of the few high-street fashion brands in our category to offer such a wide range of sizes in our main range,” they said. 

“After careful consideration, we’ve decided to remove size 20 from our collection. This size accounted for a small percentage of our sales, and when we asked our customers why, the feedback revealed inconsistencies in our sizing between styles. 

“In response, we embarked on an extensive project to improve the accuracy and consistency of our sizes and fits across our whole collection. Our updated design direction means that sizes from 10 and up are now a more relaxed fit, with the new size 18 fitting closely to the previous size 20. 

“While size 20 is currently unavailable, we’re committed to learning from and listening to our customers as we refine our sizing. We welcome our customers to come in-store to experience the new collection and try on the new fits.”