Every fashion house has their own sizing chart. Yes, we are overly familiar with the often unrealistic ideals the high-street boxes us into, but the beauty when launching your own line is you can choose your sizing chart and size range. I have had several clients establish successful brands on the back of a bespoke size range, catering for a demographic and gap in the market.

High-street sizing is often targeted at a slight, youthful and bordering on teen frame. However, the more mature figure would ideally be drafted from alternative measurements to cater for the change in the human physique over time. Perhaps your target market is older, taller, plus-size or a lean gym-goer. Your sizing chart can reflect this and be as inclusive as you desire. Create your own rules to clothe your ideal customer.