 LONDON,
JAN 23 -- They might be one
of the most timeless items of fashion, but finding a pair of jeans
that best suits an individual's body shape can be a shopping
nightmare.
Now, thanks to Bodymetrics, a state-of-the-art body
mapping system that, in theory, allows designers to create perfect
fitting clothes, things could be about to change.
Suran Goonatilake, who created the technology, said the machine
calculated the perfect measurements by scanning the body, and working
out how the light is reflected on the body.
"Essentially what happens is that a customer gets into a scanning
machine, which shines light on them," he told CNN.
"From that, the machine builds up huge amounts of data points that
it uses to calculate the exact measurement of a person, the waist the
hips, the inside leg and so forth."
The results of the first UK National Sizing Survey -- the first
comprehensive audit of Britons' shape and size, published in September
-- showed that average measurements around women's midriffs had
increased by 16.5cm in just over 50 years.
Retailers have failed to reflect the change in their clothes sizes,
and a discrepancy of size between retailers make the task of finding
perfect-fitting clothes difficult.
British designer Tristan Webber has come up with a new denim range,
Digital Couture, in conjunction with Bodymetrics.
They are so tailor-made to the wearer's body shape that they even
feature their name and scan date on the size label.
"I use a lot of computer imagery and software in designing the
parts of the garments, but specifically, more recently, I have started
to look at new ways of mapping the body and translating digital
measurements into clothing patterns and garment fits," Webber told
CNN.
 British supermodel Jodie Kidd said she was a fan of the system.
"Technology is where it's at and it's so easy. You just go in this
biometrics box and have this complete body scan which gives you every
single measurement. It's going to revolutionize everything."
UK-based Internet lingerie company Figleaves has developed its own
smart measuring system -- for bras.
Dubbed the "Dyson of bra fitting," the "T-Bra" is a new under bust
measuring device which, combined with specially engineered cups, will
allow women to create a prescription for their own bra at home.
They will then enter the measurements on the Web site and a range
of bras that will best fit the user will appear on screen.
Between 70 and 90 percent of women are believed to wear the
incorrect sized bra.
Its inventor Daniel Nabarro has said the system will be on the
market in the UK within the next year. | 
