The Truth Teller: How Tellar Is Revolutionising Fashion Shopping

Ella Blake Oct 2025

In an era where every Instagram post comes with a price tag and influencer recommendations mask hidden agendas, one British platform is offering something radical: honest advice. Welcome to Tellar, the digital disruption fashion has been waiting for.

When Sarah Mitchell ordered a size 12 dress from three different online retailers last month, she received three completely different garments. One was too tight across the bust, another swam on her, and the third—miraculously—fit perfectly. Same size. Same body. Three entirely different outcomes. Mitchell's frustration is shared by millions of British shoppers navigating what industry insiders are now calling "sizing anarchy."

Enter Tellar.co.uk, a deceptively simple platform that's tackling two of fashion's most intractable problems: the £7 billion sizing crisis crippling the UK industry, and the erosion of trust in an influencer-dominated landscape where every recommendation comes with invisible strings attached.

The Sizing Revolution

At its core, Tellar is a sophisticated sizing tool that does something remarkably straightforward: it tells you your actual size across 1,500 global brands. Input your measurements once—bust, waist, hips—and Tellar's algorithm matches your body to the precise sizing specifications of everyone from ASOS to Valentino, Zara to The Row.

The technology is elegant in its simplicity. Rather than relying on inconsistent user reviews or generic conversion charts, Tellar maintains a proprietary database of real brand sizing data, updated in real-time. It accounts for the maddening variables that make a size 10 in COS feel entirely different from a size 10 in Reiss: vanity sizing, target demographics, regional variations, fabric stretch, and brand-specific cut philosophies.

"There is no mandatory clothing size standard in the UK," explains the technical documentation behind Tellar's approach. "BS 3666:1982, the standard for women's clothing, is rarely followed. What we've created is the standardisation the industry never bothered to implement."

The result? Users report dramatically reduced return rates, fewer multi-size orders, and an end to the expensive game of wardrobe roulette that online shopping has become. With UK apparel returns costing the fashion industry £7 billion in 2022 and generating 16 million metric tonnes of carbon emissions globally, Tellar's solution addresses both economic and environmental crises simultaneously.

The Fashion Hub: A Library of Truth

But sizing is only half the story. In August 2025, Tellar launched something far more ambitious: The Fashion Hub, now the UK's largest free digital fashion library, housing over 5,000 independent articles written by in-house fashion stylists.

This is where Tellar's mission becomes truly revolutionary. Every post—from brand comparisons and quality assessments to seasonal trend forecasts and styling guides—is completely unsponsored, unbiased, and free from advertising influence. In an industry where traditional media struggles for survival and digital content is overwhelmingly monetised through brand partnerships, this represents a seismic shift.

"We are paid by affiliates, but we will never allow brands to influence our recommendations," states Tellar's manifesto, a promise that appears prominently across the platform. "We believe in honesty, integrity, and remaining independent."

It's a bold claim in 2025, when a scroll through Instagram or TikTok reveals an endless stream of #gifted hauls, #ad posts, and "honest reviews" from influencers whose livelihoods depend on brand relationships. Research suggests that 32% of customers would stop shopping with a brand after one bad sizing experience, yet trust in online recommendations has never been lower.

The Fashion Hub covers everything from high street heroes (Zara, H&M, COS) to independent boutiques and luxury designers (Toteme, Ganni, Max Mara). Each article provides genuine buying advice: which pieces are worth the investment, how brands fit compared to competitors, which materials will last, and crucially—the truth about quality versus price.

The Technical Architecture

What makes Tellar work is its sophisticated backend. The platform operates entirely browser-based, requiring no app downloads or subscriptions. Users can create secure profiles that remember their measurements indefinitely, switching seamlessly between centimetres and inches, UK and international sizing.

The size-matching algorithm doesn't simply convert labels. It analyses body proportions—calculating waist-to-hip ratios for jeans, accounting for shoulder width in blazers, and predicting where compression might occur in fitted dresses. When Vero Moda's EU-sized tailoring runs narrow through the shoulders, Tellar's system knows to recommend sizing up. When Arket's knits have generous stretch, it adjusts accordingly.

For fashion enthusiasts who shop across multiple brands—ASOS one day, Net-a-Porter the next—Tellar eliminates the mental load of remembering which brands run large, small, or mysteriously inconsistent across different product categories.

The Jeans Revolution (Coming Soon)

Tellar's next frontier is perhaps fashion's most notorious sizing minefield: denim. The forthcoming Jeans Hub promises to find your perfect size across every brand in real-time, accounting for the byzantine variations in rise, leg length, waist measurements, and the crucial difference between rigid and stretch denim.

Given that jeans are consistently among the highest-return items in online fashion—a perfect storm of fit complexity, personal preference, and wildly inconsistent sizing—this development could prove transformative for both shoppers and retailers.

The Trust Economy

What Tellar ultimately represents is a bet on radical transparency in an industry built on obfuscation. While competitors like True Fit and MySizeID offer similar sizing technology, they typically operate as white-label solutions embedded within retailer websites, funded by those same retailers. Tellar's independence—its refusal to let brands influence recommendations even as affiliate fees fund the operation—is its defining characteristic.

"We believe in a world where traditional media is waning and online Instagram, TikTok, YouTube media dominates via influencers, it's a shame that buyers cannot trust brand recommendations because all recommendations seem to be monetised," Tellar's founders state. This diagnosis of fashion media's credibility crisis is difficult to dispute.

The platform's fashion content reads like the advice you'd receive from a well-informed, experienced stylist friend—one with no agenda beyond helping you dress well. Articles on maximalism for 2026 or spring's key purchases reference specific pieces from high street to luxury, with direct links to products, but the recommendations stem from genuine assessment rather than commercial obligation.

The Verdict

In an industry built on aspiration and illusion, Tellar offers something unfashionably honest: truth. Truth about sizing, truth about quality, truth about whether that influencer's enthusiasm is genuine or purchased.

The platform's rapid growth—matching over 20,000 customers to their correct sizes in its first three months post-Fashion Hub launch—suggests consumers are hungry for this approach. With fashion retailers spending an average of £129 to acquire a single customer, only to lose them to sizing disappointments and eroded trust, Tellar's model benefits everyone: shoppers waste less money and generate less environmental damage, while brands retain customers who find their correct fit first time.

Is it sustainable? Can a platform truly remain independent while accepting affiliate revenue? Tellar's test will come as it scales. But for now, it represents something increasingly rare in fashion: a service built for users rather than advertisers, offering solutions rather than aspirations.

In the Tellar world, as the platform styles itself, the currency is credibility. And in 2025, that might be fashion's most valuable commodity.

Tellar.co.uk is free to use. The Fashion Hub features over 5,000 searchable articles covering sizing, styling, and brand recommendations across high street, independent, and luxury fashion.