why have they made all the clothes smaller?

Went to buy clothes in H&M today (still haven't found any better options for buying clothes in Geneva. God I miss Stockholm!) which is usually a very soothing and enjoyable activity until the part where the clothes actually have to go on the body to see if they fit. This is generally the part where the meditative mood that clothes shopping can set you in ends and the "oh my god I'm so fat"-ness begins. This is usually true in all shops apart from in my favourite Stockholm clothes supplier Beyond retro, where they appear to have magical mirrors where everything you try on looks great on you, and even if the item you're trying on is too tight, it still somehow doesn't make you look fat!

Well, it's become even less fun since they decided to make all the clothes sizes one size smaller. This seems to have happened since I moved to Switzerland, which is 9 months ago now. Coincidentally, all the clothes in my wardrobe have shrunk as well! What are the odds of that?! Perhaps it's the hot and humid air down here that's made it. I'm sure there's a logical explanation to this that doesn't involve cheese, wine or chocolate.