"Vanity Sizing" A New Epidemic?

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\"Vanity Sizing\" A New Epidemic?



In today’s world, it seems that everywhere you look, you can’t deny the media’s obsession with Hollywood’s ultra thin starlets. From the cover of entertainment magazines to segments on entertainment television shows, we seem convinced that every gorgeous woman in Hollywood is a size 0. This new Hollywood epidemic is taking a toll not only on these young starlets but on everyone else.

Nowadays, if your not skin and bones, good luck fitting in. Recently, I took a friend of mine to a Hollywood hot spot. To my surprise this attractive girl was turned away at the door. I was thinking in my head, what could have been wrong. Honestly she was dressed appropriately and looked great in my eyes, but for Hollywood standards she was not a size 6.

Being thin is taking its toll on the fashion industry and consumers. Nowadays, if you go shopping you will notice that sizes aren’t like they use to be. Marketers are now using a term called "vanity sizing" to attract consumers. "Vanity Sizing" is a brand's way of appealing to a customer's ego by slapping a size 2 label on a garment that's much more like a 6. Sound crazy, maybe but its working really well in the past few months with consumers.

Banana Republic recently introduced a "00"; Old Navy now has XXS tops and bottoms, and the desire to become a nearly negative size is taking over the retail scene. Vanity sizing has become a pop culture touchstone. Eva Longoria's supposed size 00 measurements were even written into an episode of "Desperate Housewives." "Retailers don't want size 16 women coming in their store and saying, 'I need to lose some weight; I'll buy this later.' They want them to think they're a 12 and buy it now," says Tim Gunn, chairman of the fashion department at Parsons the New School for Design, and fashion authority on Bravo's "Project Runway." "The sizing is so much a part of a woman's self-esteem."

A recent national survey noted that in the past 50 years, the average woman's waist has gone from a 27 to a 34; still, more and more females are miraculously fitting into smaller and smaller sizes. When British denim company David Bitton recently sent her premium jeans, the former Spice Girl Posh found herself swimming in them. Seems the size 24, the brand's smallest, didn't fit the celebutante, her stylist reported. So Bitton crafted a size 23 to grace Beckham's bony backside. A quick tape measure, however, proved that their 23 was really more like a 25.

The next time you’re shopping and realize you have dropped a size think again. It could be retailers trying to lure you into the world of “Vanity Sizing”. The new epidemic in Hollywood!


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