How standard fit could hit the high street

TO BRING in standard clothes sizes, researchers need to enlist the help of some 30,000 volunteers.

They hope that by collecting millions of measurements experts will first be able to assess how our body shape has changed over the years. The Shape GB survey is open to anyone over 18 and involves a simple app accessed on an Apple iPhone or iPad. Two photos – one from the front and one from the side – provide more than 100 measurements from each volunteer and a total of 3 million for the study overall.

Data is used to establish the Body Volume Indicator (BVI), which measures the weight distribution of seven areas of the body – both arms, both legs, chest, pelvis and the abdomen – to create a 3D image.

The software only uses the body images anonymously before privately and securely creating 3D images for use in sizing and body shape design by retailers and clothing designers. The images will be deleted afterwards.