A photo of seven pairs of jeans, all labelled size 12, has gone viral after revealing stark differences in their actual sizes. The image, posted by 18-year-old Chloe Martin on Twitter, has amassed over 100,000 retweets, highlighting a widespread frustration with inconsistent women's clothing sizing.
Martin told BBC Three she posted the image out of frustration, noting that while all the jeans were allegedly the same size, they varied dramatically in fit. She said she was shocked by the reaction, realising it was a global issue. The jeans, from brands including New Look, Pull & Bear, Bershka, George at Asda, and Matalan, show that even within the same store, sizing can be inconsistent.
Dr Simeon Gill, Lecturer in Fashion Technology at the University of Manchester, explained that sizing should be based on body measurements, similar to men's jeans which use waist and leg length. He attributed the variation to existing practices and a fear of change. He also cautioned that the image may be misleading, as different styles and rises (depth from waist to crotch) can affect appearance.
Martin described how the inconsistencies affect her shopping habits, often needing to try three sizes of the same item. She also noted the psychological impact, saying buying a larger size can make her feel insecure, even though the issue lies with the clothing. Kitty Wallace of the Body Dysmorphic Disorder Foundation agreed, stating that inconsistent sizing is unhelpful for those with body image issues, contrasting it with men's factual inch- or centimetre-based sizing.
