A rise in vanity sizing is being noticed in glam world :
For anyone who has been pleasantly surprised to find they can squeeze into a Size 12, it may come as something of a disappointment.
A study has revealed shoppers are being deceived by a ploy called 'vanity sizing', in which stores flatter their customers by making clothes bigger so they think they are buying a smaller size.
Several major high street shops - including Marks & Spencer and Gap - appear to have made their measurements larger despite size labels remaining the same.