Vanity sizing, also known as size [ws]inflation[/ws], is used to refer to the phenomenon of ready-to-wear clothing of the same nominal size becoming larger over time.
The increasing [ws]dimension[/ws] of garments of the same [ws]nominal [/ws] size has caused some designers to introduce size 0, 00, or subzero sizes. Different [ws]manufacturer[/ws]s have modified sizes so that a woman who once wore a size 12 dress can now wear a 10 or an 8.
Many commentators have suggested that "[ws]vanity[/ws]" sizing, as its name suggests, is designed to satisfy buyers' wishes to appear thin and feel better about themselves. While some others also suggests that [ws]vanity [/ws] sizing allows clothing companies to cater their sizing to their [ws]demographic[/ws], since women of different sizes may be attracted to different brands. Finally, it has been suggested that vanity sizing merely reflects the increasing prevalence of [ws]obesity[/ws].