Gradual increase in size of ready-to-wear clothing of the same nominal size
Vanity sizing, or size inflation, is the phenomenon of ready-to-wear clothing of the same nominal size becoming bigger in physical size over time.[1][2][3] This has been documented primarily in the United States and the United Kingdom.[4] The use of US standard clothing sizes by manufacturers as the official guidelines for clothing sizes was abandoned in 1983.[5][6] In the United States, although clothing size standards exist (i.e., ASTM), most companies do not use them any longer.[2]
Size inconsistency has existed since at least 1937. In Sears' 1937 catalog, a size 14 dress had a bust size of 32 inches (81 cm). In 1967, the same bust size was a size 8. In 2011, it was a size 0.[7] Some argue that vanity sizing is designed to satisfy wearers' wishes to appear thin and feel better about themselves.[2][3] This works by adhering to the theory of compensatory self-enhancement, as vanity sizing promotes a more positive self-image of one upon seeing a smaller label.[5]
In the 2000s, American designer Nicole Miller introduced size 0 because of its strong California presence and to satisfy the request of many Asian American customers in that state. Her brand introduced subzero sizes for naturally petite women.[2] However, the increasing size of clothing with the same nominal size caused Nicole Miller to introduce size 0, 00, or subzero sizes.[2]
The UK's Chief Medical Officer has suggested that vanity sizing has contributed to the normalisation of obesity in society.[8]
In 2003, a study that measured over 1,000 pairs of women's pants found that pants from more expensive brands tended to be smaller than those from cheaper brands with the same nominal size.[9]
^"Flattery Gets Designers Everywhere". Fox News. 15 July 2002.
^ abD'Angelo, Jennifer (15 July 2002). "Flattery Gets Designers Everywhere". Fox News. Archived from the original on 2006-05-25.
^"Vanity Sizing". WNWO.com. Archived from the original on 2005-02-15.
^ ab"Hidden Numbers: The History of Women's Clothing Sizes in the U.S." Bodylore. Retrieved 2018-09-20.
^"When — And Why — We Started Measuring Women's Clothing". Time. Retrieved 2021-01-24.
^Clifford, Stephanie (24 April 2011). "One Size Fits Nobody: Seeking a Steady 4 or a 10". New York Times. Retrieved 13 July 2011.
^Howard, SJ; Davies, Sally C (27 March 2014). "Chief medical officer urges action to tackle overweight and obesity". BMJ. 348: g2375. doi:10.1136/bmj.g2375. PMID 24677657. S2CID 6223248. Retrieved 7 May 2016.
^Kinley, Tammy R. (2003). "Clothing Size Variation in Women's Pants". Clothing and Textiles Research Journal. 21 (1): 19–31. doi:10.1177/0887302X0302100103. S2CID 110382656.
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