Why size does matter - at least when it comes to clothing
WHY is a woman a size 10 in one shop, a 12 in another and maybe even an 8 in another? Irregularity in the sizing of female clothing isn’t new but does seem to be growing more pronounced. High street retailers seem to be increasing the measurements of their clothing by as much as 2” per size (while keeping the same nominal label), while exclusive designer labels are cutting their silhouettes neat and narrow to keep larger women out of their brands.
The phenomenon, known as vanity sizing, has made it difficult to identify your true size and can lead to tears and trauma when buying clothes. Whether size inflation, whereby clothes have become larger in physical size, is merely a reflection of changing demographics (people are getting larger) or a devious ploy by manufacturers and retailers to seduce us into more consumption, it can make shopping an emotionally draining experience. A recent UK report illustrated how a size 10 has grown from 31”-24”-33” in the 1960s to 34”-27”-37” today. So no, you haven’t shrunk, sizing has just become more elastic.
