It’s the opposite with women’s clothing, so Mrs Mottie tells me. It’s called
'vanity sizing'.
"Size inconsistency has existed since at least 1937. In
Sears' 1937 catalog, a
size14 dress had a bust size of 32 inches (81 cm). In 1967, the same bust size was a size 8. In 2011, it was a
size 0. Some argue that vanity sizing is designed to satisfy wearers' wishes to appear thin and feel better about themselves. This works by adhering to the theory of compensatory self-enhancement, as vanity sizing promotes a more positive self-image of one upon seeing a smaller label".
