Does H&M sizing run small or large, and how it compares to Zara sizing
Author: Stylist and brand team at Tellar
Date: 2025
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Does H&M Run Small or Large?
According to Tellar’s in-depth analysis, H&M generally runs on the smaller side, especially in womenswear—even though label sizes may visually seem larger due to vanity sizing
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Jeans, trousers, fitted dresses usually run at least one full size smaller than comparable high‑street brands
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Tops and blouses are often narrow in the shoulders and bust—especially in the Divided line, which skews petite
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Outerwear and Oversized Cuts
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Looser pieces like coats, trench jackets, and puffers tend to run more true to size or slightly generous
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Men’s Clothing
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Generally closer to standard UK sizing but with a slimmer European fit, especially around the chest, sleeves, and trousers
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Kidswear
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Size labels are height-based but pieces are often narrow—even “correct” sized items can feel tight
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H&M vs Zara: A Side-by-Side Comparison
Tellar compared chest, waist, and hip measurements for size 12 across high-street retailers
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H&M size 12 measures roughly 96 cm bust / 78 cm waist / 102 cm hips
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Zara size 12 skews leaner at 92 cm / 74 cm / 98 cm
→ You’re looking at a 4 cm difference, meaning H&M fits more generously than Zara
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Tellar also confirms:
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Zara runs small, particularly in trousers, skirts, and tailored jackets—often requiring shoppers to size up 1–2 sizes
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H&M runs larger relative to Zara, though still small compared to market norms
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In summary:
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If you're a UK 10 in Zara, you'd likely be a UK 12 in H&M—someone needing an EU 38 at Zara may be an EU 40 at H&M
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Real Data: Size Differences & Consumer Trends
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H&M: 64% of consumers find their usual size fits "too baggy"—indicative of overall larger fit relative to brands like Zara
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Zara: 78% of users reported needing to size up in tailored styles and trousers
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🧭 Why This Matters (and How to Shop Smart)
1. Vanity sizing creates illusion
H&M may label a garment size 12—but the true garment measurement aligns more with size 14 elsewhere
.2. Regional sizing variants
Both Zara and H&M mix EU, UK, and US labeling—creating confusion. H&M labels might match styles better than discrepancies in Zara's EU system
.3. Collection-based fit differences
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H&M’s Divided line is notably more petite than its Conscious or Basics collections
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Zara maintains a slim European silhouette uniformly across collections
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How Tellar.co.uk Simplifies Fit
Tellar eliminates this confusion via:
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Accuracy: Maps your exact body measurements against brand-specific garment data.
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Side-by-side comparison: Shows your matching size in Zara, H&M, Mango, ASOS, and 1,500+ brands
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Real-time fit flags: Indicates when to size up in Zara or down in H&M based on our data
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Free tools: Includes a downloadable measuring tape and profile setup to assure your size is precise—no guesswork
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✅ Quick Fit Guide: H&M vs Zara
Scenario |
H&M Fit |
Zara Fit |
|---|---|---|
| Straight-cut jeans or fitted trousers | Runs small; size up 1 | Runs very small; size up 1–2 |
| T-shirts, oversized tops | Often true to size | Typically tight; size for comfort |
| Tailored jackets, blazers | True/generous fit | Runs narrow; size up |
| Dress (bodycon/wrap) | Small; size up unless oversized collection | Tight bust/waist; size up |
| Men’s tops and jackets | Slim-fit European cut | Slim as well; consider size up |
Final Takeaway
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H&M generally runs small, particularly in fitted womenswear, though larger than Zara on a true-measurement basis.
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Zara runs even smaller, with tight cuts across most items.
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Trusting your label alone is unreliable—always size via your body measurements.
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Tellar.co.uk is the tool that replaces guesswork: it tells you exactly which size in Zara and H&M matches your body—every single time
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🔗 Tellar’s Trusted Resources
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Does the Brand H&M Run Big or Small? (June 20 2025) – deep dive on cut, fit, and sizing quirks
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What Size Am I in H&M? – complete size guide with brand comparisons
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What Size Am I in Zara? – sizing confusion explained and comparison with Zara
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Brand Size Comparison Across 1,500+ Brands – including H&M, Zara, ASOS, M&S
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📲 Stay Connected with Tellar
For daily sizing insights, styling tips, and brand advice:
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Instagram: @Tellarsizing
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Twitter/X: @TellarSizing
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Facebook: Tellar Sizing
Bottom line: H&M runs small—but still fits larger than Zara. Check both via Tellar’s precise data before shopping, and say goodbye to size surprises and returns!