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Can AI Stop Brands From Making Clothes That Don't Fit?

  //health-fitness.news-articles.net/content/2025/ .. p-brands-from-making-clothes-that-don-t-fit.html
  Published in Health and Fitness on Tuesday, November 4th 2025 at 6:06 GMT by Vogue
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AI Aims to End the Fashion Waste of Misfits

The fashion industry has long struggled with the paradox of mass production and individual fit. As consumers increasingly complain that ready‑made garments simply do not “fit” their bodies, the sector’s return rates—estimated at 30–50% in online apparel—have surged, creating a costly and environmentally damaging cycle. A new wave of artificial‑intelligence tools promises to disrupt this paradigm by predicting the perfect size before a garment ever leaves the factory.

The Fit Problem

The Vogue piece begins by framing the problem: thousands of garments are returned each year because they are too small, too large, or simply wrong in shape. The article cites a 2023 study by the “Fashion Sustainability Institute,” which found that misfits contribute to 5% of global carbon emissions from the apparel sector. Retailers also face hefty logistics costs; Amazon’s “Returns Lab” reportedly processes more than 5 million returns annually, a number that has risen sharply since the pandemic accelerated online shopping.

Data‑Driven Sizing

Central to the discussion is the role of data. Brands now collect measurements through QR‑coded labels, augmented‑reality try‑on apps, and body‑scanning devices that capture thousands of data points per shopper. By feeding this information into machine‑learning models, companies can predict which size a consumer is most likely to need. The article highlights two pioneering startups: FitAI and Fitt, both of which partner with major retailers to supply a “size‑recommendation engine” that reduces return rates by up to 18%.

The article’s link to a Vogue interview with FitAI’s CEO explains that the model trains on a diverse dataset of over 200,000 anonymized body scans. “We’ve moved beyond the one‑size‑fits‑all approach,” he says. “Our algorithm learns the nuanced differences between chest, waist, and inseam that a standard sizing chart cannot capture.”

Generative Design and Custom Fabrication

Another AI-driven trend discussed is generative design. Using generative adversarial networks (GANs), designers can create pattern variations that match individual body geometry. This technique is already in use at the German high‑end retailer Bespoke, which offers a custom‑fit line that adjusts the length of sleeves and waistlines automatically. Vogue’s link to the Bespoke feature article provides screenshots of the AI drafting software in action, showing how the system can generate dozens of variations in seconds—far quicker than traditional pattern drafting.

Sustainability Gains

The article underscores the environmental upside of accurate sizing. Fewer returns mean less shipping, fewer unused garments, and lower energy consumption during production. A 2022 report by the Ellen MacArthur Foundation, cited in the piece, projects that if 25% of misfit returns were eliminated through AI, the global apparel sector could cut its carbon footprint by 2.5 million metric tons annually.

Challenges and Ethics

Despite the promise, the article notes hurdles. AI models require large, representative datasets; if these datasets are skewed toward a narrow demographic, the resulting size recommendations can perpetuate bias. The piece quotes a sociologist from MIT who warns that “algorithmic sizing can reinforce narrow beauty standards unless the data reflects body diversity.” The article links to a MIT press release that outlines best practices for inclusive AI in fashion, including mandatory audits of training data for demographic representation.

Industry Adoption

Major players such as Levi’s, Nike, and Zara have begun to test AI fit technologies in limited markets. Levi’s, for example, runs a pilot in its US e‑commerce store where customers receive a personalized size based on a quick photo upload. Nike’s “FitFinder” app, referenced in the article, allows users to scan their feet and receive a custom shoe size recommendation, reducing returns by 12% in the first six months of deployment.

Future Outlook

The Vogue feature concludes with a cautious optimism. While AI is not a silver bullet—human creativity and tactile quality remain vital—the technology is reshaping how garments are designed, manufactured, and sold. As the industry moves toward a more data‑driven model of production, the old cycle of “one size fits all” may finally be a relic of the past, giving way to a future where every garment feels tailor‑made and every consumer feels confident in their purchase.