Does Imperial Fashion Run True to Size? A Stylist's Honest Guide to Getting the Fit Right

By Ella Blake – Fashion Stylist | Tellar Fashion Hub – Always honest, unbiased & unsponsored

Imperial Fashion runs slightly small — particularly in dresses, trousers, and structured pieces — and if you're shopping it from the UK without knowing that, returns are almost inevitable. I've been there. I ordered a gorgeous ruched midi dress in my usual UK 12 and it arrived looking like a tube of toothpaste that'd been squeezed too hard. Size up, friends. Size up.

Imperial is a Bologna-born brand, founded in the 1970s, that has grown into one of Italy's best-known contemporary fashion labels. Think bold prints, body-conscious silhouettes, statement co-ords, and that particular brand of Italian confidence that makes everything look effortlessly cool. It's the kind of brand you spot on someone at a rooftop aperitivo and immediately think where is that from? But Italian brands come with Italian sizing — and that's where things get tricky for UK shoppers.

The EU Sizing Problem

Imperial uses EU sizing (36, 38, 40, 42 and so on), not UK sizing. At a basic conversion level, an EU 38 is roughly a UK 10, and an EU 40 is roughly a UK 12 — but here's the thing: that conversion alone doesn't tell the full story. Italian brands are cut to a narrower Mediterranean frame, especially across the hips, shoulders, and bust. So even if you convert correctly, you may still find the fit tighter than you expected.

There's also the fast-fashion variability factor. Imperial updates its collections rapidly, which means different garment styles and fabrics within the same collection don't always behave the same way. A size 40 in a stretchy jersey co-ord might fit beautifully; a size 40 in a structured satin blazer from the same drop might feel like it was made for your younger sister. It keeps you on your toes.

How Imperial Sizing Breaks Down by Category

Dresses: Body-conscious and cut close to the figure. They tend to run small at the bust and waist. My honest advice? Go up one size from your usual UK conversion. If you normally wear a UK 12 (EU 40), try a 42 first.
Trousers & co-ords: The bottoms are the trickiest part of any co-ord set. They can feel snug at the waist, especially in non-elasticated styles. Again, size up — or use Tellar to get your exact match (more on that below).
Structured blazers & jackets: Can come up tight in the arms and shoulders. If you're broad-shouldered or carry weight on your upper body, definitely go a size up. I've seen this trip up so many people who are used to the roomier shoulder cuts you get on British high street tailoring.
Knitwear & relaxed tops: This is where Imperial is most forgiving. These styles tend to be true to size — sometimes even generous. Stick to your standard conversion here and you'll likely be fine.
Oversized shirts & blouses: Generally true to size or intentionally roomy. A good entry point into the brand if you want to get a feel for it before committing to a bodycon dress.

Real Customer Feedback (It's Consistent)

Across forums, review sections, and the Tellar community, the pattern is remarkably consistent. Shoppers regularly report that dresses run small on the bust, that trousers are snug at the waist even at the correct size conversion, and that structured jackets can be tight in the arms. One review that stuck with me: "Love the co-ord but the trousers were definitely cut for someone with no hips. I'm a UK 12, ordered a 40 and had to exchange for a 42." Sound familiar?

The good news is that once you know your Imperial size, it's reasonably consistent across their less structured pieces. It's just worth doing the legwork upfront.

Styling Imperial Fashion: What to Reach For

Imperial does bold, fashion-forward pieces particularly well. Their co-ord sets are the brand's sweet spot — a tailored cropped blazer with high-waist wide-leg trousers is a genuinely brilliant investment if you get the sizing right. Their knitwear is also underrated; great texture, great colour, wears season after season.

For occasions, I'd lean into their dresses for evening events, their shirt-style blouses for smart-casual daywear, and their oversized knitwear for those days when you want to look pulled-together without trying too hard. Very much my kind of dressing.

High Street Alternatives Worth Knowing

If Imperial's sizing feels like one faff too many, or if you want to build a wardrobe of similar Italian-influenced styles with easier sizing, these are my high street picks — all chosen based on their track record for bold, European-influenced womenswear:

Mango – probably the closest high street match to Imperial's aesthetic. Spanish brand, similar European sizing sensibility, strong on co-ords and tailored pieces.
Whistles – elevated British high street with brilliant tailoring and a colour palette that rivals anything from Bologna. More generous in fit than Imperial.
Me&Em – British brand with genuinely excellent quality and consistent, true-to-size cuts. Their co-ords are stunning and you don't need to second-guess the sizing.
Reiss – great for structured blazers and tailored trousers with a premium feel. Sizes run fairly true to UK standards, which is a relief after Imperial.
Ted Baker – bold prints, event-ready dresses, and that same Italian-ish appetite for drama. Sizes tend to come up true to size or very slightly generous.
River Island – far more adventurous than people give it credit for. Their occasionwear and co-ord edits frequently rival pieces you'd pay three times as much for elsewhere.
Cos – if you love Imperial's oversized, structural pieces but want less guesswork, COS delivers that clean-cut European minimalism in reliably consistent UK sizing.
Massimo Dutti – premium end of high street with genuinely beautiful tailoring. A strong alternative for the blazer and trouser pieces where Imperial can be tricky.

Two Independent Brands Worth Discovering

And because I always think the best dressing advice goes beyond the obvious, here are two independent brands I'd steer you towards if you love Imperial's vibe:

Never Fully Dressed – a brilliant London-based independent known for bold prints, wrap dresses, and inclusive sizing. Similar energy to Imperial but with genuinely body-diverse cuts. A firm favourite of mine for summer dressing.
Kitri Studio – a London fashion label with a distinctly Italian-inspired aesthetic; rich colours, elegant silhouettes, and beautifully crafted pieces that punch well above the price point. Consistent, true-to-UK sizing too.

Never Guess Your Size in Imperial Fashion Again

This is exactly what Tellar.co.uk was built for. Imperial's EU sizing, the narrow Italian cut, the variation between styles — it's a lot to navigate on your own. Tellar matches your exact body measurements to your precise size across 1,500+ brands instantly. Set up once, use forever. Always free.

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