Sizing & Measurements

Vanity sizing

Vanity sizing is the practice of labelling clothes with a smaller size than their actual measurements, so a garment that would once have been a size 12 is sold as a size 8. It flatters shoppers but makes sizes inconsistent between brands and over the years.

Because each brand sets its own sizes — and slowly nudges them larger to please customers — there's no shared baseline. That's why your size can swing by two or three numbers across labels, and why a size chart from one brand tells you nothing reliable about another.

The fix isn't trusting the label, it's reading the actual measurements. Compare your body measurements to the brand's published chart, and when you're choosing between brands, a side-by-side sizing comparison saves a lot of returns.