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Brief Published: 30 May 2019

This Dress is Available in 99 Sizes

Laws of Motion

Launched in May 2019, US fashion brand Laws of Motion (LOM) is recognising the need to make inclusive sizing a priority. It has overhauled the traditional garment sizing model by offering 99 micro sizes within its product range, removing the need to label the brand ‘plus-’ or ‘standard-’ sized.

For its initial launch, LOM released just one dress, which spans sizes 00-24, with each micro size accounting for variations in body shapes, as well as waist, hip and bust measurements.

Savvy brands may have acknowledged the ethical and business need to extend their offerings beyond standard sizing, but catering to the intricacies of shape and body type still remains largely untapped. In an effort to fill this gap, LOM uses data science to create their size-inclusive range, gathering over a million data points from 10,000 women to better understand the size and shape variations of their bodies.

‘‘I’m interested in the multi-variability of women’s bodies, like how the length of a woman’s arm impacts her shoulder width,” said founder and chief executive Carly Bigi. “We think of inclusivity as more than just the number of sizes, but also the shapes within those sizes.”

The brand is utilising an on-demand manufacturing system to ensure a sustainable production process. When a customer places an order, their measurements are sent to the factory, where the fabric is cut by laser and then machine sewn to avoid any surplus product.

For more on size-inclusive brand strategies, see Reformation’s Plus Sizes are Here to Stay. Look out for Stylus’ Macro Trend, Towards Our Sustainable Future, publishing on June 6, for how technology is driving sustainable solutions across product categories.