It would seem size really does matter when you consider that it is reported that 1 in 5 UK women cut the label out of their clothes because they’re embarrassed. I fully supported the #NoSizeFitsAll campaign a few years ago when it aimed 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, a 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.
If I could do away with size cubes I would and instead refer to styles for example by petite or curvaceous, but with well over a thousand dresses in stock it’s just tricky to do that. Of course things aren't helped by the wide range of stretch fabrics now in the high street stores. From jeans to t-shirts this stretch is one of the main reasons that we don't really know our true size anymore.
Alongside the campaign that celebrated 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. Most women flex in size whether it is thanks to overindulging in wine and food and underindulging on exercise, or perhaps even an unexpected illness. Coming to terms with that can mean that you are happy to wear whatever size you 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?