The perfect little black dress now comes in 99 different sizes
Fashion label Laws of Motion overhauls traditional apparel sizing, offering 99 micro-sizes to better fit each body. It debuts with a single sheath dress.
If you fall in love with a black shift dress at a department store, it will likely come in just nine sizes, between 0 and 16. If your torso is too long or your bust is too big to squeeze into one of these options, too bad. Pick another dress.
A startup called Laws of Motion, which launches today, wants to totally overhaul this traditional sizing model. “Fashion sizing is antiquated, and hasn’t had a real update in decades,” says Carly Bigi, Laws of Motion’s founder and CEO. “My goal was to use data science to create perfect-fitting women’s clothing at scale.”
For years, the fashion industry has approached sizing in the same way. A brand will create a pattern based on the body of one woman, known as a fit model, and then size up and down an inch to create larger or smaller sizes. Since it is expensive for brands to buy inventory in a wide range of sizes, most brands create less than a dozen size options, then expect the customer to find the one that comes closest to their body shape. “The system works great if you happen to have the exact proportions of the fit model,” says Bigi. “But most women don’t.”
There has been some movement toward inclusive sizing over the past few years. Brands like Universal Standard, Good American, and Christian Siriano now make well-designed, high-end clothes that extend across a wider spectrum of sizes, sometimes as broad as 00 to 40. But what sets Laws of Motion apart is that it goes beyond simply creating the same dress in a range of sizes–from 00 to 22. It also takes into account smaller variations in body shapes, including waist and bust measurements.