Why “True to Size” Is a Myth in Fashion

How many times have you scrolled through a product page and read:
“This style runs true to size.”

It’s one of the most common phrases in fashion ecommerce.
It sounds simple. Reassuring. Even helpful.
But the truth is – “true to size” is a myth.

Here’s why this outdated sizing guidance can do more harm than good, and what modern fashion brands should be doing instead.

What Does “True to Size” Really Mean?

On the surface, the term “true to size” implies a universal standard.
But let’s be honest: whose size are we talking about?
Sizing is deeply personal – and incredibly nuanced.

Let’s break it down:

• Fit isn’t just about numbers.
  A size chart can tell you bust, waist, and hip measurements, but it can’t predict how someone wants their clothes to feel.
• Fabric matters.
  A size 8 in rigid denim fits very differently than a size 8 in stretch jersey.
• Body shape matters.
  Two people with identical measurements may have completely different proportions—and vastly different experiences with the same garment.
• Preference matters most.
  Some people love a snug, tailored fit. Others want room to move.

A Tale of Two Shoppers

Imagine this:

Two women.
Same bust, waist, and hip measurements.
They both buy the same blazer marked “true to size.”

• Shopper A loves fitted, structured styles and expects a cinched waist.
• Shopper B prefers an oversized, relaxed silhouette that moves with her.

One of them will be thrilled.
The other will feel misled – even though the blazer technically fit both of them.

That’s the problem with the term “true to size”.
It ignores context. It ignores preference. It ignores the emotional experience of fit.

So What’s the Solution?

Modern fashion brands need to go beyond “true to size” and offer personalized size recommendations that account for:

• Body measurements
• Body shape
• Fit preferences
• Fabric behavior
• Garment silhouette

That’s exactly what we’re solving with SizeSense.ai – a size recommendation tool built for the real complexity of human bodies and fashion design.

By aligning user measurements, garment data, fabric stretch, and fit intent, we help shoppers find their ideal size – without the guesswork.

The Future of Fashion Fit

Fit isn’t just a technical issue. It’s emotional.
When clothing feels just right, it boosts confidence, reduces returns, and turns first-time buyers into lifelong customers.

Relying on the phrase “true to size” is no longer enough.
Customers need more. They need personalized insight, not generic assumptions.

Because fashion isn’t just about selling clothes.
It’s about helping people find pieces that feel like they were made just for them.

Ditch “true to size.”
Embrace precision, personalization, and fit that actually fits.