Laws Of Motion Revolutionizes Fashion Inclusivity With Its Sizing Technology

Imagine a world where all women felt comfortable and confident in their skin while taking on the world. Inclusivity isn’t solely about making workplace environments better. The ideology expanded into various industries and everyday functionality, such as fashion. Over the past decade, size inclusivity, better known as plus-size, has gained traction in fashion. However, in the past year, brands have significantly reduced the amount of mid-size and plus-size clothing they produce. The Vogue Business size inclusivity report found an incremental decrease in total size inclusivity across New York, London, Milan and Paris. Of the 8,800 looks presented across 230 shows and presentations, 0.8% were plus-size (US 14+), and 3.7% were mid-size (US 6-12), meaning 95.5% were straight-size (US 0-4).

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Companies like Laws of Motion, founded by Carly Bigi, are bridging the gap between unrealistic expectations and empowering women to feel confident when they walk out the door. The company’s technology utilizes proprietary AI that predicts body measurements with 99% accuracy to recommend the best-fitting sizes and help brands refine and extend their sizing to better fit their customers. The technology was incubated in Laws of Motion’s direct-to-consumer brand, which fuels customers’ ambitions through perfect-fitting apparel made with zero waste.

In 2019, Bigi launched the company as a direct-to-consumer brand. The organization recently commercialized its sizing technology to license to other brands. Laws of Motion closed an oversubscribed $5 million seed round this spring, led by Corazon Capital, with participation from Sequoia and Leadout Capital; retail investors include John Howard and Eva Jeanbart-

“It’s all about elevating collective consciousness and increasing confidence for customers,” Bigi shares during a Zoom interview. “For customers, it’s about increasing confidence and size selection online and saving them time and money. For brands, it’s about understanding how their customers are actually shaped so that they can refine and extend their sizing to better fit them in the future.”

The digital fashion industry is struggling with a staggering 24.4% return rate, which has risen by more than 50% since 2020. Thirty-nine percent of these returns are due to dissatisfaction with sizing, while 13% are from people who have ordered multiple sizes to get the right fit. Laws of Motion is breaking these barriers using 2 billion body measurement data points to train its model. The API-based platform integrates smoothly with a single line of code, ensuring accurate measurements across multiple brands and manufacturers. Early adopters have seen a drastic reduction in return rate, dropping it to less than one percent.

The company’s belief in its system is mirrored in its innovative licensing model based on pay-for-performance. It boosts sales and decreases returns. The platform provides partners with a comprehensive, real-time dashboard to track essential metrics like conversion rate, size sampling and return rate, enabling them to make decisions based on data.

“Because our technology predicts accurate body measurements, we’re able to show brands how their sizes are linearly proportioned; here’s how their customers are actually shaped,” the progressive-thinking CEO explains. “Also, here’s the demand for sizes that are larger or smaller than the brand currently carries and the opportunity to expand its target addressable market and do so in a way that actually fits those customers’ body proportions.”

Megan Eddings Feely, founder and CEO of Eddy, is an early adopter of the technology. It assists her customers in gaining confidence in purchasing their correct size the first time around. Feely’s team has already rolled it out on every product page, which helps with fit feedback, improving future inventory buys and reducing return rates.

“Size inclusivity is really important, and helping women of all sizes purchase the right fit isn’t easy,” Feely expresses. “LOM is helping women literally put the tape measure in their own hands and use that information to get something that will look great on them.”

Bigi was strategic in the investors she brought on—it was important for her to find individuals who understood the broader landscape and how LOM’s technology changes lives. Ali Rosenthal, founder and managing partner at Leadout Capital, appreciated the company’s unique data-driven approach to solving a large-scale issue with a software solution for digital brands.

“We invest in founders like Carly, who have spent time and energy understanding the needs of their customers and their pain points,” Rosenthal comments. “When we meet those founders, we like to see a data-driven approach to testing their software-driven solutions for product market fit. In addition, the founders we support have a commitment to building a diverse team and a proven ability to recruit and retain talent. Carly certainly met all of these criteria.”

For business owners looking to scale their companies, Bigi advises:

• Never forget that if it was easy or obvious, it would already be done. There’s a reason that this is your calling to create what you are building, and there’s a reason it doesn’t exist—lean into that.
• Get comfortable with discomfort. There’s a high correlation between discomfort and successful entrepreneurs and successful businesses.
• Rules are suggestions on a good day. Think outside the box; better yet, think that there is no box. Harness what it is inside of you that’s driving you to start this business and make it happen.

“The name Laws of Motion itself is all about being a force at whoever you choose to be in life,” Bigi concludes. “We started developing this technology with the thesis that there’s a one-to-one correlation between how well a garment fits you and how confident you feel in high-pressure, unknown situations. We quite literally add that extra inch both to your posture but also to your mindset.”