New Look has been slammed for imposing a 'fat tax' on plus-size customers after a shopper noticed a jacket from its Curve range is almost twice the price of an apparently identical piece from the main collection. 

Sarah from Northern Ireland said she was closing her New Look app 'forever' after realising an aviator jacket cost £29.99 in standard sizes and £54.99 from the plus-size collection.

Followers were equally outraged with one branding the retailer 'rip off merchants', saying: 'How dare you! £25 more because I'm fat'. 

A fellow commenter branded it a 'fat tax' while one was outraged that the retailer had branded the more expensive coat a 'special offer'.

MailOnline has contacted New Look for further comment. 

Although the jacket look very similar, a difference in fabric quality could account for the difference in price, but it's not the first time the retailer has come under fire over its pricing of plus size clothing.

In September blogger Emma Millard, who is based in the UK, slammed the brand for the 'crazy price differences' between its curvy and regular ranges.

A jacket from New Look's standard range costs just £29.99 but if you need a larger size you'll face paying £25 more 

A jacket from New Look's standard range costs just £29.99 but if you need a larger size you'll face paying £25 more 

A jacket from New Look's standard range costs just £29.99 but if you need a larger size you'll face paying £25 more 

A similar jacket from the retailer's plus-size range costs £25 more than the same one in standard sizes

A similar jacket from the retailer's plus-size range costs £25 more than the same one in standard sizes

A similar jacket from the retailer's plus-size range costs £25 more than the same one in standard sizes

Outraged followers accused the brand of imposing a 'fat tax' on plus-size customers 

Outraged followers accused the brand of imposing a 'fat tax' on plus-size customers 

Outraged followers accused the brand of imposing a 'fat tax' on plus-size customers 

Emma shared pictures of a checked bardot top that featured in the retailer's Curves, tall and regular collections.

While the top in the main range costs £7.99, the top in the plus-size collection costs £22.99 – nearly triple the price.

The checked garment in the tall collection was also significantly more expensive, priced at £19.99. 

Addressing the retailer, Emma wrote on Twitter: 'Can you explain the crazy price differences? Why should I have to pay £12- £15 more?' 

Plus-size blogger Emma Millard has slammed New Look for the 'crazy price differences' between its regular and curvy range. She shared a picture of a checked bardot top in the retailer's 'Curves' range that costs £22.99  (pictured) 

Plus-size blogger Emma Millard has slammed New Look for the 'crazy price differences' between its regular and curvy range. She shared a picture of a checked bardot top in the retailer's 'Curves' range that costs £22.99  (pictured) 

Plus-size blogger Emma Millard has slammed New Look for the 'crazy price differences' between its regular and curvy range. She shared a picture of a checked bardot top in the retailer's 'Curves' range that costs £22.99  (pictured) 

Meanwhile, a similar top in the regular collection costs £7.99

Meanwhile, a similar top in the regular collection costs £7.99

The top in the tall range was more expensive, costing £19.99

The top in the tall range was more expensive, costing £19.99

Meanwhile, a similar top in the regular collection (left) costs £7.99. The top in the tall range was more expensive, costing £19.99 

Emma questioned why she should have to pay more for a top in the plus-size collection

Emma questioned why she should have to pay more for a top in the plus-size collection

Emma questioned why she should have to pay more for a top in the plus-size collection

She also later added on Instagram: 'Hi @newlookfashion and @newlookcurves now I normally love your clothes and love nothing better than perusing your curve section and selecting some key pieces for the season.

'[H]owever, can you please explain to me the price differences for essentially the same top? 

'So main range is £7.99 up to a size 18, I would need an extra size up and so I have two choices, pay an EXTRA £12 for the Tall version that might be too long for me or pay an EXTRA £15 for practically the similar style from the curve range!!'

It later emerged that the standard top was reduced as part of a price promotion, but an internal error meant the discount wasn't applied to the plus-size version.

Once Emily pointed out the discrepancy, the discount was applied on the website.  

Other examples of pricing differences across the New Look ranges can be found on the retailer's website. A grey suedette biker jacket in the Curves range costs £44.99 

Other examples of pricing differences across the New Look ranges can be found on the retailer's website. A grey suedette biker jacket in the Curves range costs £44.99 

Other examples of pricing differences across the New Look ranges can be found on the retailer's website. A grey suedette biker jacket in the Curves range costs £44.99 

However, a grey suedette jacket in New Look's main collection costs £5 less, at £39.99 

However, a grey suedette jacket in New Look's main collection costs £5 less, at £39.99 

However, a grey suedette jacket in New Look's main collection costs £5 less, at £39.99 

Other examples of pricing differences between the regular and plus-sized collections can be found on the New Look website. 

A grey suedette biker jacket in the main range costs £39.99, while a similar jacket in the curves collection is priced at £44.99.

Other shoppers quickly reacted to Emma's post, describing the price differences between the tops as 'disappointing'. 

Other shoppers were quick to react to Emma's post, with one pointing out you could almost buy three of the regular sized tops for the price of the plus-size top

Other shoppers were quick to react to Emma's post, with one pointing out you could almost buy three of the regular sized tops for the price of the plus-size top

Other shoppers were quick to react to Emma's post, with one pointing out you could almost buy three of the regular sized tops for the price of the plus-size top

Another said she was surprised by the price difference, as it looks like the top in the regular collection has 'had more done to it in terms of manufacturing' 

Another said she was surprised by the price difference, as it looks like the top in the regular collection has 'had more done to it in terms of manufacturing' 

Another said she was surprised by the price difference, as it looks like the top in the regular collection has 'had more done to it in terms of manufacturing' 

One Twitter user simply described the price differences across the ranges as 'disappointing'

One Twitter user simply described the price differences across the ranges as 'disappointing'

One Twitter user simply described the price differences across the ranges as 'disappointing'

One wrote: 'woah that's a massive increase. Could buy nearly 3 of the smaller size'.

Another added: '[R]eally surprised about this because the cheaper one looks like it's had more done to it in terms of manufacturing, should be other way round.'

New Look declined to comment.

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