Vanity Sizing: Why Clothing Sizes Are So Confusing and How Tellar.co.uk Solves It
Author: Stylist and brand team at Tellar
Date: 2025
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What Is Vanity Sizing?
Vanity sizing is when brands deliberately label clothes with smaller size numbers than the actual body measurements they are made to fit.
For example:
A UK women's size 12 in the 1980s might now be labelled a size 8 — even if the actual measurements haven't changed.
Brands use this strategy to make shoppers feel better emotionally, which increases sales. However, it creates major confusion, especially online.
➡️ Avoid size label confusion — use Tellar.co.uk Store Size Lookup!
What is Tellar?
Tellar.co.uk is a free, easy-to-use app that takes the guesswork out of sizing.
It helps you find your perfect fit across more than 1,500 fashion brands using either your body measurements or a size you already know in a specific store.
With Tellar, you don’t need to understand complicated size charts — the platform does the work for you.
Create your free sizing profile now
How It Works
You have two ways to get started with Tellar:
Option 1: Use Your Measurements
Enter your chest, waist, and hip measurements (in CM or inches).
Tellar.co.uk compares your data against official brand size charts from 1,500+ brands.
It recommends your best size, based on your largest measurement — ensuring comfort and a real-world fit.
Option 2: Use a Size You Already Know
Select a store where you already know your size fits you well.
Choose your usual size in that store.
Tellar.co.uk estimates your full measurements based on that store’s data, then matches you to other brands perfectly.
In both cases, your size recommendations are personalised and real-time — not generic.