The Origins of the New Half Sizes in the 1920s

Abstract

In the mid-1920s, American clothing manufacturers introduced a new size range they called the “new half sizes.” It was in response to emerging biometric data showing that women were not as tall as the standard sizes designers had assumed. In addition, the new sizes added extra room at the waist and hip, intended to accommodate those who had abandoned corsets. Initially, manufacturers claimed that this new size range would fit the majority of American women better than existing sizes, making ready-to-wear clothes available without costly alterations. However, even as the industry sought to expand its market share, retailers and advertisers did so in ways that limited potential customers. Half sizes quickly gained a reputation of being intended for the stout and old in an era that glorified the slim and young.