Why clothing sizes vary so much – and why European sizing feels smaller

Let’s be honest: we’ve all been there. In one brand, a size M fits perfectly. In another, you’re squeezing into a size L. The reason? There’s no global standard for clothing sizes. Each brand creates its own sizing system, based on its target audience.

Sizes also differ by region. Some brands cater to younger customers, others to mature shoppers. And cultural ideals around beauty play a role too—southern European styles often lean toward body-hugging cuts, while North American brands tend to prioritize comfort and ease. So what counts as a "medium" really depends on the brand’s perspective.

Measuring up – how countries build size charts

In many places, specialized companies like the Hohenstein Institute have been collecting body measurements for decades—Hohenstein, for example, has measured people of all ages for over 70 years. These measurements go beyond just height and weight; they also take into account posture and body shape. The goal? Creating accurate sizing charts that help brands design clothing that truly fits.

At naeyen, like other professional pattern providers, we base our patterns on this kind of data. And what we’ve seen is clear: height, proportions, even posture can vary drastically depending on the country. For example, the average body measurements for women in the US are quite different from those in Germany or Italy.

EU vs US sizing – why they don’t line up

On average, European sizes run smaller than American ones. Which means: a European M might not be the same as a US M.

The biggest factor here is body shape. In the US, the rate of obesity is higher than in many European countries, which influences sizing. E.g. 43% of US adults are obese compared to 11% in France and 24% in Germany. I.e. on average, women in the US wear clothing that's about four sizes larger than what’s typically worn in Germany. US brands respond to this with more generous measurements and looser cuts. European brands tend to lean into more tailored fits—although, of course, there's plenty of variation.

Different bodies, different fits – a global snapshot

Body shapes naturally vary by region:

• In Scandinavia and the Netherlands, people are generally taller—so clothing tends to be cut longer.
• In many parts of Asia, brands design for more petite frames, with shorter sleeve and leg lengths.
• In Latin America, styles often celebrate curvier silhouettes, especially around the hips and bottom.

All of this is a reminder of how wonderfully diverse bodies are—and why it’s so important to go by measurement charts rather than relying on size labels when sewing.

Because in the end, your body is one of a kind—your clothing should be too.