What Is My Size at Its Now Cool?

It's Now Cool is an Australian swimwear and resort wear brand, founded in 2014, that sizes its pieces using XS–XL and numerical sizing for select styles, generally aligning with Australian and international standard sizing conventions.

I'll be honest — I came to Its Now Cool through Instagram before I ever bought anything from them. You know that moment when a brand just looks like everything you want your summer to feel like? That was it for me. All textured fabrics, elevated cuts, and the kind of relaxed cool that's genuinely hard to pull off. I finally ordered during a holiday panic (always my most decisive shopping moment) and I've been loyal ever since.

But before we get into the good stuff, let's talk sizing — because getting it right with this brand is genuinely worth a few minutes of your time before you checkout.

How Does Its Now Cool Size?

Its Now Cool uses a standard XS–XL size range across most of its swimwear, with some styles also offering numerical sizing (8–16 in Australian sizing). The brand caters to a range of body types with a fit that sits between relaxed and structured depending on the piece — bikinis tend to be more fitted and precise, while resort sets and kaftans have a much more relaxed, roomy feel.

Here's a general size guide to help you navigate:

XS — UK 6–8 / Bust 80–84cm / Waist 62–66cm / Hips 88–92cm
S — UK 8–10 / Bust 84–88cm / Waist 66–70cm / Hips 92–96cm
M — UK 10–12 / Bust 88–92cm / Waist 70–74cm / Hips 96–100cm
L — UK 12–14 / Bust 92–96cm / Waist 74–78cm / Hips 100–104cm
XL — UK 14–16 / Bust 96–100cm / Waist 78–82cm / Hips 104–108cm

One thing I'd note: the brand's pieces are often photographed on very slender model frames, so don't let the look on the site throw you off. The fit in real life — particularly in the textured knit bikinis and crinkle sets — is incredibly flattering across a much wider range of bodies than the imagery suggests. I always say: buy the size, not the fantasy.

Swimwear Fit: What to Expect

The swimwear is where Its Now Cool really earns its reputation. The fabrics — signature crinkle, ribbed, and textured knits — offer a little natural stretch and recovery, which means the fit is generally forgiving without being baggy. That said, the brand designs for a reasonably close fit in the bust and hips.

My personal recommendation for bikini tops: if you're between sizes, size up for comfort and coverage, especially if you have a fuller bust. The triangle and soft cup styles in particular run small in the cup, even with the stretch fabric. The bottoms tend to be more consistent, but cheeky-cut styles do run small — so if you usually hover between a medium and large, go large.

For one-pieces and swimsuits, refer strictly to your waist measurement over anything else. The structured bodice on some styles is beautiful but doesn't have a lot of extra give, and there's nothing worse than returning holiday pieces.

Resort Wear and Cover-Ups

This is where Its Now Cool really differentiates itself from a basic swimwear brand — the resort wear is genuinely stunning. Crinkle co-ords, linen sets, wrap dresses, kaftans. The sizing here is far more relaxed, and most styles are designed to be worn with ease and movement.

For resort sets and cover-ups, I'd say size as you normally would — or even size down if you prefer a neater silhouette, as the fabrics have enough natural drape to avoid anything looking shrunken. The linen-blend pieces can also loosen slightly with wear, so keep that in mind if you're debating sizes.

How Does It Compare to UK High Street Sizing?

This is the question I get asked most, and the honest answer is: it's pretty consistent, but Australian sizing does run slightly more generous in the hips and seat than standard UK sizing in some styles. Shoppers familiar with brands like Boden, Reiss, Hobbs, and Jigsaw will find the sizing broadly comparable — you're unlikely to be caught off guard.

If you're used to shopping at ASOS, Marks & Spencer, or Next, the sizing will feel familiar across the mid-range. Those who regularly buy swimwear at Monsoon or Fat Face will also find good alignment. Where things can feel slightly different is in the structured one-piece swimsuits, which can run a touch small compared to UK high street equivalent styles — I'd always recommend checking the actual measurements rather than assuming your usual size.

My Independent Brand Picks This Week

If Its Now Cool has caught your eye but you want to explore a bit more before committing, here are two brands I'd genuinely recommend in the same space:

Hunza G — The original crinkle swimwear icon. One-size fits most, and it genuinely does. Expensive, but you'll keep it for a decade. My white ruched one-piece has been through five summers and still looks incredible.
SIR the Label — Another Australian brand that translates beautifully into resort and swimwear. The sizing is similar to Its Now Cool but slightly more structured, and the prints are absolutely stunning.

Final Verdict: Should You Size Up or Down at Its Now Cool?

In summary:

For bikini tops: size up if you're between sizes, especially if you have a fuller bust
For bikini bottoms: go with your usual size, but size up for cheeky-cut styles
For one-pieces: go by your waist measurement and don't size down
For resort wear and co-ords: your usual size or one down if you like a neater fit
For kaftans and cover-ups: your usual size; these are intentionally relaxed

Its Now Cool is genuinely one of those brands that delivers on its promise — the quality is exceptional for the price point, the aesthetic is cohesive and considered, and once you know your size, reordering is effortless. Nail the fit first time and you'll be a convert for life.

And if you ever want to double-check sizing across any of the brands I've mentioned here — from Its Now Cool to Reiss, Boden, or anywhere else — Tellar has free, unbiased size guides for over 1,500 brands, no subscription required.

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