It would seem size really does matter when you consider the revelation that 1 in 5 UK women cut the label out of their clothes because they’re embarrassed. I fully support the #NoSizeFitsAll campaign, aiming to take away the shame connected to clothing sizes.
More than in any other clothing sector, when it comes to occasionwear, sizing can be a real headache. We stock 15 mother of the bride designers and in one label, I can fit a size 10 customer into a size 8 (that’s always a real positive!) and when trying on another designer, my size 8 would have to wear a size 12! Imagine what that does to the psychology when you have a customer who feels she is normally a size 14 and then has to go up two sizes! I’ve had women refusing to go up a size even though they love an outfit. Unable to get beyond the fixation with the size label, they miss out on a dream outfit that is stunning and so flattering for their figure. A real shame.
If I could do away with size cubes I would. I’d love to identify the sizing through iconic women – Audrey Hepburn for my petite ladies, Christina Hendricks aka the fabulous Joanie from ‘Mad Men’ for the more curvy amongst us. It’s just tricky to do that with over 300 outfits and dresses!
Alongside this campaign which celebrates women realising they’re more than just a number, I do think there’s a need for more honesty with ourselves about the sizes we wear. I’ve always been a size 12 but in the past couple of years thanks to overindulging in wine and food and underindulging on exercise, that size has inevitably crept up along with my waistline. I’m happy to wear whatever size I need – as long as it looks fabulous. So maybe us women should focus more on our style rather than getting so hung up on our size?