For centuries, the corset - that rigid scaffold of whalebone and lace - dictated a woman's silhouette, forcing the body to conform to an ideal. Today, the lingerie industry faces a more democratic challenge: making garments that conform to the body. Enter Hohenstein, the German fit solutions specialist, which has launched an ambitious global size study designed to finally bridge the gap between consumer reality and the size chart.
Partnering with Munich-based AI firm Sizekick - a company that received a €1.3 million investment from Hohenstein and access to over 18,000 3D body scans - the study invites brands to participate at no cost. Customers simply download an app, input their measurements (bust, chest, waist, hip, height), and contribute to a dataset enriched by Hohenstein's network of 1,000 professional fit models. This digital-first approach, running through fall 2026, promises actionable insights far quicker than traditional studies, which could take years to yield results.
For a category as intimate as lingerie, where a single millimeter can transform comfort into agony, the stakes are immense. Simone Morlock, division head of Apparel Fit Solutions at Hohenstein, notes that fit remains the industry's greatest challenge - and its greatest opportunity. With online apparel return rates hitting 38 percent, largely due to sizing errors, the study offers brands like Oscar de la Renta and Naturana a chance to refine grading and develop size charts that reflect real bodies, not historical averages.
Sizekick CEO David Oldeen describes the initiative as a bridge between consumer insights and Hohenstein's six decades of fit expertise. The result? Lingerie that fits not just the form, but the fantasy - without the return slip.
Originally reported by WWD