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20 March 2019, 09:59 | Updated: 20 March 2019, 11:58
EXCLUSIVE: The 21-year-old says her swimwear range is for 'petite women' and that's why a size 10 is a large - despite the average British woman wearing a size 16.
Made In Chelsea's Melissa Tattam has defended selling size 10 bikinis labelled 'large'.
The 21-year-old E4 reality star was quizzed by Heart London's Jamie Theakston and Lucy Horobin about how she went about sizing the pieces in her skimpy swimwear range, where she charges fans eager to emulate her well-heeled lifestyle £160 for a tiny two-piece.
Lucy pointed out that when she was looking at her Melissajay range it surprised her to see a size 10 labelled as L - especially when the average British woman wears a size 16.
Melissa said: "The sizing? It's just the way that I did it.
"I started off the range as a petite range because I'm a very small and I wanted to cater to that's.
"There are lots of other brands that cater to larger sizes."
Melissa charges £95 for a bikini top and £65 for a pair of matching bottoms, meaning one entire bikini will set you back £160.
Lucy said: "Can you see how people would look at that and maybe feel offended or be bigger than they are?
"I would say 8-10 is a small."
Melissa hit back: "To me a size 4 or a 6 is an extra small, do you know what I mean?"
Lucy tried to explain that the sizing could have a negative effect on young girls who watch Made In Chelsea and then go to buy her swimwear only to find that they are too "large" to emulate her style.
Again Melissa remained indignant, saying: "I was a very small company to start with so I couldn't make a lot of sizes."
She went on to say that she would look in to changing how the sizes are labelled in the future.
Heart listeners backed Lucy in the awkward exchange, taking to Twitter to slam the reality star for her sizing - and prices.
size 10 is a large Jesus Christ i'm obese and at £160 a pop i would also be skint— cindy jacobs (@redjinxs) March 20, 2019
@LucyHorobin YES Lucy! Love that you ask the questions that other radio presenters don’t! You were totally right to question those swimwear sizes. I’m a secondary school teacher and I see first hand how damaging these celebs promoting their tiny bodies on social media can be.— Laura Lock (@LauraProvost) March 20, 2019
Uncomfortable listening to Melissa justifying the sizing for her swimwear range. Well done @LucyHorobin for challenging her!— Emma Linford-Relph (@em0316) March 20, 2019
@thisisheart Thanks to @LucyHorobin for raising the issue of sizes on the show this morning, when chatting to Made in Chelsea’s Melissa Tattam about her swimwear range. A 10-12 is NOT large and it is right to call this out.— Melanie King (@kiwimelanie) March 20, 2019
@LucyHorobin as a dad to a teenage daughter I was so proud of you for standing up for all sizes. Thank you— Andrew Towner (@normotownz67) March 20, 2019