'People's body shapes have changed': It's time to measure up

A leading Aussie campaign company says it’s time dressmakers measure up and provide clothes that fit a realistic body image.

CHOICE spokesperson Kate Browne says it is unacceptable women become a different size in different stores because no large-scale body shape survey has been taken in 40 years.

“People’s body shapes have changed,” she said. “We’re taller and we’re bigger.”

Ms Browne put Aussie retailers to the test and found she was all over the shop when it came to selecting a size.

At Portmans, she was a size 14, at Sussan she was a 10, at Saba she was a 12 and back to a 10 at Target. Of all the stores, Ms Browne found she was a size 14 at Alannah Hill showing just how different Australian stores size their product.

“Georgio Armani, for instance, he designs for a woman that doesn’t have breasts or hips,” Jackie Frank, from Marie Claire, said.

“Fast fashion, like the Zaras, like the Targets, like H&M – you want there to be a stock standard.”

After years of wrangling, key players from fashion, consumer and retail groups will meet in Sydney next week in a bid to get Australian sizing onto a similar playing field.