How to choose the correct size and avoid being a victim of vanity sizing in 2026, that is the question!
Shopping for clothes was supposed to become easier with the arrival of fast fashion in the 1990’s. And it did for about a decade. And then things started to fall apart: cue enshittification of the fashion industry.
And not just the fast fashion side of things deteriorating but also luxury brands hopping on the bandwagon. Learn from my mistake and spend your money elsewhere while the known “luxury brands” try to get away with Shein quality combined with insanely high prices.
So, how can we ensure that we spend our money on clothes online that actually fit and can stand wear for longer than 2 washes? I’m happy to announce that there are plenty of ethical fashion brands out there that have flexible sizing. And in this article you’ll find out how to make sure you order the correct size no matter where you shop.
But first, for a brand that can accommodate your shape and size to the tee I can personally recommend Son de Flor! It’s a Lithuanian linen clothing brand that offers well-fitting but loose enough dresses, tops and trousers that make you feel like you live in a fairytale:
5 Pro Tips on How To Choose the Correct Size in Online Stores
Surprisingly few of us put much effort into making sure we order the correct shape and size when we’re shopping online. We think we know our bodies well enough to just wing it but when the package arrives, oops! It doesn’t fit at all.
Returning clothes means that they go straight to landfill. And with the fashion waste problem – which we already have in our hands – we need to stop that yesterday!
That’s why I’m here; to help you figure out how to choose the correct size when shopping online! Just follow these steps and your success is imminent:
Step 1: Measure yourself
First thing to do is, of course, to find out your measurements. Now, if the idea of measuring yourself feels icky, keep in mind that shopping for clothes that actually fit and compliment your body can affect your confidence positively.
So, just get over yourself and find a measuring tape! The most important measurements to know when shopping online are the following:
- bust/chest (the widest part)
- waist (natural, make sure you’re not wearing thick fabrics)
- hips (again, the fullest part)
And for extra measure, to ensure the best possible fit, take also the measurements for:
- shoulder width and sleeve length
- trouser leg length
- inseam and rise for trousers
Step 2: Check retailer’s size chart
Once you know your measurements, picking the correct size in online stores becomes a lot easier. The trick is not to rely on what size you think should fit you but to actually check each brand’s measurements per size.
So, how to choose the correct size in an online store once your measurements are clear? By checking the size chart that you can find attached to every product page. So, when you choose a piece and check all the photos there is also a table available with measurements per each size.
Open it and compare your measurements to the ones on the table. Now, I must point out that these size charts are usually the industry standard. That means they are not accurate for most human bodies!
For example, when I’m shopping for a fitted dress, the waist measurement never applies even if the bust and hips measurements fall under the same size. This is so annoying and it tends to happen every time. But not to worry!
Here’s what to do when you, like me, can’t find a size on the chart that ticks all the correct measurements:
Step 3: Prioritise the measurement that matters most
As industry standard, these size charts are far from reality and don’t take into account the fact that each human body is a different shape. The measurements are mechanical, and thus not natural. So, what I do is to prioritise those measurements that matter the most with each piece of clothing. And the clothes fit well 95% of the time.
For example:
- Blouses and jackets: Shoulders and bust/chest
- Trousers or a skirt: hips measurement comes first, waist second
- Jeans: waist, inseam, hips and rise
- Fitted dress: depending on whether your hips or bust is fullest; focus on the fuller
As I mentioned in my Linen Handmade Studio review, when shopping for clothes made of woven or rigid fabrics, picking the correct measurements is paramount. If in doubt, opt for a roomier size because you can always narrow a garment whereas it’s harder to widen them.
In case of shopping from small brands I recommend contacting them via email to check about their sizing and which size you should go for. Obviously with stretchy fabrics you have a wider scope because the stretch allows a couple extra centimeters.
Step 4: Compare size chart measurement with clothes you own
If you’re like me and like to double-check everything before making a decision, I especially recommend it when ordering clothes online. The question of how to choose the correct size can be settled by measuring some of the clothes you already own and comparing the numbers with the online store’s size chart;
Lie a well-fitting garment on a flat surface and take all the aforementioned measurements. Compare the measurements with the retailer’s size chart’s numbers. Note: they might not match at all! The size charts seem to apply to times when women still wore corsets. So, if in doubt, contact the brand to discuss which size you should opt for.
Step 5: Read reviews for fit evidence
For extra measure look for reviews written by real people about clothing brands. I, for example, shop from small sustainable brands, which means their fabrics don’t often give much leeway. Thus, I have to make extra sure that I order the correct size and shape.
I share my honest experiences in my brand reviews section and always include information about the fit. I also discuss how easy finding the correct size in their store was or wasn’t in my reviews.
By reading brand reviews you can also find out what the shopping experience is like with each brand and whether you’ll get any value for your money. Shop smarter, not harder!
What is Vanity Sizing?
I mentioned earlier the two ominous words: vanity and sizing. But what is vanity sizing? Well, let me explain:
This fashion phenomena is also known as size inconsistency, which is something that especially fast fashion brands engage in deliberately. In practice it means that the sizes in one clothing store in one category of clothing (f.ex. T-shirts) can differ greatly:
- You pick 2 different T-shirts that are both size M.
- In reality one of them is clearly size S whereas the other one is too loose and doesn’t fit properly.
Originally the point of vanity sizing was to “boost shoppers’ confidence” by labeling sizes downwards. It was supposed to make you think that you can fit in a smaller size than before even though the garment wasn’t any smaller. It worked while brands used industry standard sizes.
But as fast fashion broke into mainstream popularity in the 1990s, things quickly went to shit. Nowadays every brand has their own sizes that don’t match other brands’ sizes at all. And yet, they all use the same industry standard size chart in their online store.
More on the topic: No Clothing Sizes? Brands Are to Blame, Not You!
This means that ordering online is an absolute gamble these days. And that gamble sure as hell doesn’t help to boost our confidence, does it?
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