Unpacking Petite Fashion with Annie from Petite Femme

Having worked in retail, I’ve seen first hand how often “petite” is misunderstood. Many assume it refers to a smaller frame, but it’s actually a sizing category for women under 5'4. Brand Radar sat down with Annie from Petite Femme to dig into this misconception and debunk petite fashion myths.

“There's a common misconception that ‘petite’ means ‘thin,’” Annie explains. “But in fashion, it refers to a specialty size for women who are shorter than the standard fit model.”

Originating in the 1950s, standardised sizing never reflected the full spectrum of women’s bodies. Today, most brands still design for a height range of 5’5 to 5’7—even though the average height in Australia, the US, and the UK is closer to 5’3. Sizing down doesn’t solve the problem, since it only adjusts width not length.

At Petite Femme, the fit starts with height. Their designs are tailored for women 152–157cm tall with a 25-inch inseam. And unlike hemming, which simply shortens garments, their pieces are scaled in every dimension; length, width, depth, and detail; featuring smaller buttons, narrower lapels, and shorter waistbands that truly flatter petite frames.

Historically, categories like Misses, Junior, Short, and Tall offered more choice, but fast fashion’s drive for mass production erased that nuance. Producing multiple size ranges is expensive, and many brands prioritize reach over relevance.

“Inclusivity and sustainability go hand in hand,” Annie shares. “We can’t talk about one without addressing the other. While the future of fit may lie in made-to-measure fashion and 3D body scanning, until that becomes widely accessible, niche brands like ours will continue to fill the gap.”