Fit & Sizing
Body measurements, sizing systems, and fit technology
Clothing sizes are marketing artifacts, not measurements. A size 8 in one brand might fit like a 12 in another. This inconsistency drives 70% of online clothing returns—creating waste, frustration, and cost. Our fit and sizing coverage explains why sizes are unreliable, how to measure your body correctly, and how technology is finally making body-aware sizing practical.
Key Statistics
Key Terms
Vanity Sizing
The practice of labeling garments with smaller size numbers than their actual measurements to make customers feel better about their purchases.
Size Block
A brand's base pattern from which all sizes are graded. Different brands use different blocks, causing size inconsistency.
Made-to-Measure
Garments made by adjusting an existing pattern to your specific measurements, offering better fit than off-the-rack without full bespoke construction.
Bespoke
Garments made from scratch using a pattern created specifically for your body, typically through multiple fittings.
Latest Articles
Why Clothing Sizes Don't Exist
A calm explainer on inconsistency and why fit feels random.
How to Measure Your Body (Most Guides Are Wrong)
Practical, non-fussy steps to get repeatable measurements at home.
Made-to-Measure vs Bespoke vs Custom
Clear differences, when each makes sense, and why cost varies.
Why Online Clothing Returns Are So High
Fit uncertainty, cost to brands, and what better sizing looks like.
How AI Body Scanning Works Using Only a Phone
From video to a usable body map—privacy-respectful and fast.
3D Body Scans vs Size Charts
Why charts break and how scans solve real-world variance.
Why Virtual Try-On Isn't Enough
Visualizing drape isn't the same as verifying fit.
From Video to Perfect Fit: Digital Tailoring
Linking capture, pattern adjustment, and make-ready.
Why Clothes Used to Last Longer
Materials, make, and why durability shifted.
The Psychology of Fit
Why we keep certain garments for years.
Tailoring Isn't Old-Fashioned
It just wasn't scalable—until now.
Designing for Bodies, Not Trends
A calmer approach to wardrobes that stay.
Frequently Asked Questions
Why don't clothing sizes match between brands?
There's no universal sizing standard. Brands create their own size systems based on their target customers, adjust sizes for marketing (vanity sizing), and change sizing over time. A size label is a marketing tool, not a measurement.
How can I find my size when shopping online?
Don't trust size labels. Instead, measure your body accurately (bust, waist, hip, shoulder width, inseam) and compare to the garment's actual measurements when provided. Body scanning technology is making this easier by capturing your dimensions and matching them to garments.
What's the difference between made-to-measure and bespoke?
Made-to-measure adjusts an existing pattern to your measurements—efficient and cost-effective. Bespoke creates a new pattern specifically for your body through multiple fittings—more expensive but handles unusual proportions better.