Hold Up, The Iconic Just Solved Our Biggest Online Shopping Problem

The biggest time-waster when shopping online has got to be figuring out individual retailers' sizing charts. (Not to mention the extra time inevitably spent returning ill-fitting items anyway.) The thrill of finding something incredible on your travels is sadly squashed when it arrives and doesn't fit despite all your best efforts—it can be frustrating enough to turn you off online shopping all together. But does it really need to be this hard? (All we want is a perfect fitting pair of jeans—is that too much to ask?!)

Happily, according to The Iconic, it's not. The Australian retailer recently introduced a genius new system whereby you enter a few measurements and are matched with your most accurate size, across different products and brands. The Iconic hopes this new feature will help customers to find their perfect fit the first time, every time. Can we say hallelujah? Keen to try it out for ourselves we put the fit calculator to the test. 

Keep scrolling to see how it works.

Step 1

Enter in your height, weight and preferred fit.

Step 2 

Add information on other brands and sizes you currently wear.

Step 3 

You'll then have the option of adding even more information about your body shape.

Step 4


Expect a size recommendation along with a few stats on the percentage of buyers with similar measurements to yours and what they purchased. Amazing. 

A team member from Who What Wear HQ recently bought a few pieces and ordered through the site's new sizing scheme. After trying them on, her results were positive:  They're as accurate as you can have it. My hips, waist and chest were also spot on. I chose a regular fit so still had a bit of room to move. I ordered pants which were pretty close but a tad bit long on me—I think the waist and hip measurements were prioritised over the length which makes sense."

Keep scrolling to shop our current favourites from The Iconic.

A '70s twist on the basic midi wrap skirt. 

Ankle-grazing jeans are a good choice for pairing with your favourite white sneakers. 

A block heel for a twist on the timeless classic pumps. Office and bar appropriate. 

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