Archived News

Clothing design 'ignores the real shape of women'

The majority of fashion retailers are basing clothing fits on an outdated hourglass model, according to a survey by sizing consultancy AlvaProducts.

Almost two-thirds of women aged 18 to 30 are "spoon-shaped" - small on top and big on the hips - while 34 per cent of the 1,950 women who were body-scanned were "rectangles". This means they have little discernible difference between the waist, bust and hips. A mere six per cent proved to be the classic hourglass shape.

AlvaProducts chief executive Janice Wang said the findings contradict the body shapes catered for by UK retailers, 95 per cent of which use the hourglass as a blueprint for clothing design.

She said: "The industry loses millions of pounds every year through returns related to poor fit. Brands need to be more proactive in identifying the actual fit dimensions of their target customers and create silhouettes that flatter those dimensions."