Why sizing is so complicated: Understanding vanity sizing and its impact

Shopping for clothes can feel like a struggle, especially when sizing seems inconsistent from brand to brand. To understand why this happens, let’s take a brief journey through the history of sizing and how it evolved into the complex system we navigate today.

Men's standard sizing began during the American Revolutionary War in 1775 and was specifically used for army uniforms. Initially, the sizing was based on just one measurement: the bust. Women’s sizing however, didn’t follow suit and led to the rise of tailor-made clothing, as standard sizes simply couldn’t accommodate the diversity of women’s bodies.

Efforts to standardise women’s clothing continued throughout the 1900s, but nothing succeeded. The problem? Women’s bodies are incredibly diverse and it’s nearly impossible to create a one-size-fits-all system.

In the 1980s, the fashion industry gave up and decided to introduce Vanity Sizing. This fashion industry practice allows brands to create their own sizing systems based on their target market. Vanity sizing involves labeling clothes with sizes that are either smaller or larger than their actual measurements, creating a significant discrepancy between brands. Since there’s no universal standard, sizing varies greatly from one brand to another, leading to the confusion we experience today.

Unfortunately there is no resolution to this problem. However, when you shop, it's important to remember this, you’re not the problem. The issue lies in the complexity of sizing systems that are too varied and inconsistent to standardise across the board.

At Cherry Bobbins, we aim to make the process easier for you. We include detailed sizing charts for every product, along with measurements that reflect real-life bodies and additional sizing information. We use models who share the same size and shape as the measurements listed in our charts, so you can see exactly how each item will look on someone similar to your body size.

If you have any questions about sizing, fits or styles, please email: info@cherrybobbins.com