As the leading shape experts, specialising in fashion that fits, Evans wanted to understand the pitfalls most shoppers fall into when searching the UK high street for fashion that fits.

And the results were surprising:

  • One in five British women still haven’t found their perfect pair of jeans
  • The average British woman will purchase around two pairs of jeans each year, but throws away the same amount because they don’t fit
  • One in five British women have got stuck in clothes they were trying on in store
  • And more than one in ten have fallen over while trying clothes on in a changing room

And with nearly one in ten British women having to try on more than five pairs of jeans before they buy and 48% of these women being left frustrated by the fitting room drama; Evans recognise that shopping for their perfect fit especially in jeans is a real issue and one that all women can relate too.

But with Evans, finding your perfect fit and size is easy; with over 85 years of shape expertise, their expert design process ensures that their clothes fit perfectly. Head of Design – Rebecca Vann Reicher commented: “Listening to our customers has always been at the heart of our brand ethos and understanding the struggles she faces when out shopping will only help us design better clothes that are all about fit”.

The Evans design team carefully consider not only the fabrics but also the scale and placement of prints, pockets and details on every garment; taking into account all body shapes, including the four body shapes they specifically design and style for; pear, apple, busty and hourglass. Evans jeans also include a special safety feature to improve seam strength and maintain neat seam lines whilst using smart fabric technology to provide ultimate comfort and fit without losing shape.

The Evans pear fit jeans have become infamous among the blogger community; “Finding well-fitting denim as a plus size woman is usually a nightmare, but Evans have so much choice and so many different fits there is bound to find something for everyone! My favourite are the ultrastretch pear fit. Good for bums and tums!” - Hayley Stewart from Curves & Curls.

This expertise in providing stylish, flattering styles for women has inspired their new video campaign; #FashionThatFits, made in collaboration with British director Victoria Pile, best known for Smack the Pony and The Green Wing. The video demonstrates the reality most women face when trying on clothes – regardless of their size, in a tongue in cheek narrative. Ultimately, we all want to look our best and by listening to feedback from British women, the focus for Evans is all about Fashion that fits.

Because we all have different bodies, shapes and sizes. Because we are all unique. Because there is no one size fits all. Evans clothes are designed to fit & flatter and fill you with unbeatable confidence. Evans are #FashionThatFits.