You’re a different size in every brand and shop because there’s no universal sizing standard — and every fashion brand creates its own size chart based on different measurements, fit models, and design priorities.
Here’s a breakdown of the real reasons why sizing is so inconsistent:
1. Every Brand Uses Its Own Sizing System
There’s no law or industry rule that says a UK size 12 must have exact measurements. So:
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Zara’s size 12 might have a 28” waist
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M&S’s size 12 might be 30”
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Next’s size 12 might be 31”
That’s a 3-inch difference — all labelled the same size.
📏 Tellar.co.uk solves this by matching your body to each brand’s actual sizing chart — so you see your correct size before buying.
2. Vanity Sizing Is Common
Many brands intentionally make their clothes larger than the label says to make you feel like you’re a smaller size. This is called vanity sizing — and it varies wildly by brand and region.
For example:
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A UK 10 in White Stuff may fit like a UK 12 elsewhere
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A US 6 is often closer to a UK 10
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Some high-end brands size down to create exclusivity
3. Brands Design for Different Body Shapes
Some brands cut for tall frames, others for hourglass shapes, and others for slim builds.
Examples:
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COS: boxy, oversized, long limbs
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Zara: narrow waist, high hips
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Mango: shorter torso, curvier hips
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Reiss: structured, tailored silhouettes
That means the same size can feel too tight in one brand and too loose in another — simply because it’s based on a different body blueprint.
4. Sizing Shifts Over Time
A UK size 12 today is not the same as a size 12 from the 1990s. Over time, brands have adjusted their sizes to match the average body shape of their customer base — but not all brands have evolved the same way.
This creates a gap between traditional sizing expectations and modern brand standards.
5. Regional and International Differences
Size conversion between UK, EU, and US brands is unreliable. Even when converted, international sizes often don’t match body proportions in reality.
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A UK 10 = US 6 = EU 38 in theory
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But depending on the brand, you may need a US 8 or EU 40 to fit
✅ How to Fix It: Use Measurements, Not Labels
Labels lie. Measurements don’t.
To find your correct size in any brand:
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Measure your body (bust, waist, hips)
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Use Tellar.co.uk to match your measurements to over 1,500 brands
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Instantly see your real size for each shop before buying
🔁 Real Example
You enter:
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Bust: 92cm
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Waist: 76cm
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Hips: 98cm
Tellar might recommend:
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Size 12 in Reiss
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Size 14 in Zara
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Size 10 in White Stuff
All accurate — based on actual brand fit data.
✨ Stop Guessing. Start Matching.
With Tellar.co.uk, you’ll never wonder “What size am I in this brand?” again.