Advertising Standards Authority Ruling
The definition of made-to-measure has been somewhat blurred by a ruling of the British Advertising Standards Authority. The ruling is based on the Oxford English Dictionary definition of bespoke as "made to order". While this ruling clarified the difference between bespoke and ready-to-wear, it had the effect of blurring the line between bespoke and made-to-measure.
The ruling established that "A made-to-measure suit would be cut, usually by machine, from an existing pattern, and adjusted according to the customer's measurements," while "a bespoke suit would be fully hand-made and the pattern cut from scratch, with an intermediary baste stage which involved a first fitting so that adjustments could be made to a half-made suit." The ruling concluded, however, that a "majority of people... would not expect that bespoke suit to be fully hand-made with the pattern cut from scratch," effectively equalizing the terms bespoke and made-to-measure.
While etymologist Michael Quinion observed that by definition "it was legitimate for a tailor offering clothes cut and sewn by machine to refer to them as bespoke, provided that they were made to the customer’s measurements", since the traditional use of bespoke inside the tailoring community has been more nuanced than the Oxford definition, others concluded that the ASA "took a rather ignorant decision to declare that there is no difference between bespoke and made-to-measure.".
Read more about this topic: Made To Measure
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