Like most new moms, Erin Correale wants to whip her wardrobe back into shape.
Correale has it easier than most. At 38, she’s within 10 pounds of the weight she’s been since her teenage years. But her clothing size isn’t.
“I wear a size two in Ann Taylor, a four in Banana Republic, a six in Old Navy, a four at Coldwater Creek and a friend told me about Chico’s, but told me I would have to look at a size zero,” she says. “I never like size zero—it’s encouraging people to be waifs. That doesn’t make me feel good.”
Sizes zero, two, four and six all for one woman? Is Correale lost in the looking glass, growing and shrinking at every turn like Alice, or is there something seriously askew with the sizing of clothing?
It’s no mistake. The American apparel industry has created an intentional system of “Vanity Sizing.” The increasing use of the smaller sizes—a size 12 in 1970 is now in the size four-six-eight range—is meant to make consumers feel better about buying clothing.
Standards—or Lack Thereof
When it comes to sizing, there are no universal standards. A woman with a traditional hourglass figure with 36-24-36 measurements can wear anything from a size zero to a size ten, depending on the brand and whether it’s sold at the designer, contemporary, junior, bridge or mass level.
The only standard that does exist is to con the buyer into believing she’s smaller. Over time, sizes are getting roomier, allowing women to believe they can still squeeze into a more desirable size two, four, six or even eight.
“At this point, sizes are meaningless. They’re more relative than anything else,” Bill Ivers, chief operating officer of MSA Models told YouBeauty. His agency specializes in providing fit models for designers and brands.
“Sizes are not standard by design,” he explained. “It helps brands be unique and offer an edge over the competition. Brands are looking for brand loyalty and if last season you were an eight and this season you’re a size six, that’s a sales tool. We all look to apparel to make us look good, feel comfortable and confident.”
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