Does the Brand H&M Run Big or Small? What Is Their Sizing Like — And What’s Worth Buying?
Author: Stylist and brand team at Tellar
Date: 2025
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Understanding H&M Sizing: An Overview
H&M is one of the most recognisable names in global fast fashion. With stores in over 70 countries and a strong online presence, it’s a go-to for affordable wardrobe staples, trend-led pieces, and capsule wardrobe must-haves. But a common question many shoppers ask is: Does H&M run big or small?
The short answer: H&M sizing generally runs small — particularly in womenswear. However, there are important nuances depending on the garment type, fabric, and product line.
Let’s break it down with facts, brand-specific sizing patterns, and what you should look out for before buying.
Fact-Based Sizing Insights: How H&M Compares
1. Womenswear: Frequently Runs Small
H&M has long been criticised for inconsistent and undersized women's clothing. Shoppers with curvier figures often find themselves needing to size up — sometimes by two sizes — especially in jeans, tailored dresses, and slim-fit tops.
Key findings:
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Trousers and jeans: Typically run at least one full size smaller than UK high street brands like M&S or Next.
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Tops and blouses: Tend to fit narrow through the shoulders and bust.
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Fitted dresses: Often need to be sized up due to tight chest/waist ratios.
Relevant guide:
👉 Find Your Size in Seconds with Tellar.co.uk
👉 Why Women's Sizing is So Confusing — Explained
2. Menswear: More Consistent But Still Slim Fit
Men’s clothing at H&M is relatively closer to standard UK sizing, but it tends to lean slim. The sleeves, shoulders, and chest areas are cut narrower — similar to European tailoring.
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Blazers/shirts: Tighter around the chest and arms.
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Trousers: Low rise and tapered, often tight in the thigh.
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T-shirts: True to size but short in length.
If you’re taller or have an athletic build, you may prefer sizing up — especially in tops.
3. Kidswear: Age-Based, But Slim
H&M children’s sizing is based on height (cm), which is helpful — but still on the narrower side compared to UK supermarket brands like George at Asda or Tu by Sainsbury's.
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Children with broader shoulders or fuller frames often need the next size up.
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Dresses and leggings are cut slim, which can lead to tightness even when the height is accurate.
🔎 Want an exact match? Try the UK’s leading sizing tool at Tellar.co.uk — we match your measurements to over 1,500 brands, including H&M.
What’s Good to Buy at H&M?
While H&M has its sizing quirks, many items consistently earn praise for value, style, and wardrobe longevity.
✦ Basic T-Shirts and Layering Essentials
These are the heart of H&M’s value proposition — inexpensive, minimal, and available in inclusive colour ranges. The Conscious and Basics lines often use more sustainable cotton.
✅ Fit tip: True to size if you like a snug fit; size up for a relaxed look.
✦ Outerwear and Coats
H&M coats often mirror high-street luxury aesthetics at a fraction of the price. Think oversized trenches, belted wool coats, and puffers — often updated seasonally.
🧥 These run truer to size than H&M’s fitted pieces, especially in looser silhouettes.
✦ Divided Line for Teens and Trend-Seekers
H&M’s Divided sub-brand caters to Gen Z with bold trends, crop tops, miniskirts, and festival-ready styles. Note that Divided items run much smaller — especially bottoms.
👖 Our advice: go one or even two sizes up, especially in fitted items.
🔗 Read more: The Truth About Vanity Sizing
✦ Maternity & Mama Line
Surprisingly well-reviewed, the Mama range includes supportive leggings, bump-friendly jeans, and maternity dresses that strike the balance between style and comfort.
📏 Tellar’s algorithm takes maternity sizing into account. Create your free sizing profile here.
International vs UK H&M Sizing
Did you know that H&M converts their European sizes into UK sizes for local labelling — but inconsistently? An EU 38 may be marked as UK 10, but the fit might be closer to a UK 8. This mismatch is a key reason shoppers experience inconsistent sizing.
Add in stretch fabrics, style cuts, and differing body types — and it's no wonder sizing confusion reigns.
📉 According to Trustpilot reviews and fashion forums:
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Over 65% of complaints relate to fit and sizing issues.
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Many reviewers report having to return up to 50% of their order due to unexpected sizing.
🔍 Want to avoid this hassle? That’s exactly why Tellar.co.uk exists.
How Tellar.co.uk Solves H&M’s Sizing Confusion
Tellar.co.uk is the UK’s Leading Free Sizing Tool. We help you:
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✅ Find your size in 1,500+ brands — including H&M — in seconds.
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✅ Match your body measurements to the right fit instantly.
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✅ Store and manage your profile for future shopping.
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✅ Get a free measuring tape when you sign up.
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✅ Use the tool online or via our upcoming mobile app.
🔗 Click here to try it free now
Real-Time Accuracy That Goes Beyond the Label
With Tellar.co.uk, you can:
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🔎 See how H&M size 12 in jeans compares to Zara, Mango or ASOS.
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📐 Switch between CM and Inches effortlessly.
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🧵 Get recommendations even when you know your size in another brand.
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🔄 Update your profile as your body changes.
Backed by real data from H&M’s own size charts and user feedback, Tellar does the hard work for you.
Want proof? Read:
👉 How Tellar Helps Women Shop With Confidence
👉 UK Size Conversions Explained
👉 Why High Street Brands Run Small
Connect With Us
Tellar.co.uk is more than a tool — it’s a movement. Join thousands of UK shoppers who are taking back control of sizing.
Final Verdict: Does H&M Run Big or Small?
Overall: H&M runs small — particularly in women’s clothing and trend-led items. Menswear is more consistent but skews slim, and kidswear can feel tight despite correct height matching.
Best advice? Don’t rely on the label.
Rely on your measurements — and let Tellar.co.uk do the work.
Never Guess Your Size Again
🎯 Create your free sizing profile today and unlock your perfect fit across H&M and over 1,500 brands.