What is sizing like at Alice Collins?

Alice Collins runs true to size and is cut in UK 8–20, with most styles in a regular fit — so in the vast majority of cases your usual high-street size is exactly the one to order. It’s an independent, family-run Yorkshire label that’s been going since 1988, and it has built a loyal following on colour, comfort and a properly flattering shape. The brand itself recommends sticking to your true size rather than sizing up or down, and they photograph everything on a size 12 mannequin, which gives you a reliable reference point when you’re eyeing a dress online.

I’ve styled a lot of women who want colour without the faff, and Alice Collins is one of those brands I reach for again and again. It’s smart-casual done with personality — think bold cotton and linen dresses, easy jersey tops, stretch jeans and those famous Millie jackets that customers buy in three colours at a time. Here’s exactly how the fit behaves, category by category, so you can order with confidence.

Does Alice Collins come up big or small?

Honestly, neither — and that consistency is the brand’s quiet superpower. I once ordered a client her usual 12 in a printed linen dress and a 12 in a jersey top from the same collection, fully expecting to swap one of them. Both fitted first time. That almost never happens with online ordering, and it’s why I trust them. A few fit notes worth knowing before you click buy:

Dresses (cotton & linen): True to size with a forgiving, easy drape. The linen softens and relaxes slightly with wear, so resist the urge to size up for “comfort” — you’ll lose the shape.
Jersey & cotton tops: Regular fit, true to size, with enough give to skim rather than cling. Great if you’re between sizes on top.
Stretch jeans & crops: Generous stretch means your true size is right; only size down if you prefer a really snug leg.
Millie jackets & layering pieces: Designed to go over a top, so true to size leaves room without swamping you. No need to go up a size for layering.
Relaxed-fit styles: A handful of pieces are cut deliberately loose. The product page will flag it — stick to your true size to get the intended look rather than something tent-like.

How to pick your Alice Collins size

My early-career fashion fail was assuming every brand sized the same and ordering a whole rail of clothes a size up “to be safe”. Cue a very expensive returns bill. Don’t do what I did. Here’s the sensible approach:

Start with your true size. If you’re a 14 elsewhere, order the 14 — Alice Collins is built to behave.
Measure once, relaxed. Take bust, waist and hips with the tape comfortably snug, not pulled tight. Record both cm and inches.
Mind the proportions. If your waist and hips sit in different sizes, dresses and elasticated styles will be your friend — they accommodate the difference beautifully.
Check the styling note. Each product page tells you whether a piece is regular or relaxed. It’s a 10-second read that saves a return.

Where else to shop if Alice Collins isn’t quite right

If the size you want has sold out, or you just want to compare the colour-and-comfort vibe elsewhere, here’s where I’d send you. These are the brands that genuinely sit in the same world, picked on fit reputation and styling, not just name recognition.

High street

Seasalt Cornwall — the closest match for colourful, prints-led natural fabrics; coastal and comfortable with a similarly generous, true-to-size cut.
White Stuff — quirky prints and easy shapes for the same customer; reliably true to size and brilliant for everyday dresses.
Boden — the go-to for bold colour and pattern; cuts run a touch roomy, so order your true size and check their fit notes.
Joules — country-casual prints and cheerful colour; great for printed dresses and relaxed weekend pieces.
Fat Face — relaxed, natural-fabric basics that layer perfectly under an Alice Collins jacket; comfort-first and true to size.
Phase Eight — when you want a slightly dressier occasion piece; sizing is accurate and the shapes are flattering.
Monsoon — colourful printed dresses with a bit of romance; ideal for events and holidays.
Crew Clothing — smart-casual coastal staples in fresh colour; dependable fit for tops and easy dresses.

Premium

Mint Velvet — relaxed-luxe separates with a softer, elevated palette; size up only if you want extra slouch.
Me&Em — clever, colourful, polished pieces designed to flatter real bodies; superb for elevated workwear and dresses.
Baukjen — sustainable contemporary tailoring and easy dresses; true to size with a clean, modern line.

Luxury & designer

By Malene Birger — the designer answer to colour and print done with Scandi confidence; an investment version of the Alice Collins spirit.
Brora — for buttery cashmere and joyful colour with proper longevity; generous, comfortable fit and beautiful quality.

Two independents worth knowing

Lily & Me — a small Cheltenham label doing soft, colourful, comfortable everyday clothing with an ethical heart; a natural step across from Alice Collins.
Palava — gorgeously illustrated, retro-inspired prints made in England; left-field, joyful and perfect if you love a conversation-starter dress.

Never guess your size again

Sizing shouldn’t be a gamble, and with Tellar it isn’t. Tellar is the UK’s leading sizing tool: your body, matched exactly to 1,500-plus brands instantly, so you never have to squint at a size guide again.

Measure once — using bust, waist, hip, or simply a size you already trust from another brand.
Use the Store Size Lookup tool to get your precise size in any brand — COS, Reiss, Everlane, Arket and more.
Always free, no downloads, works straight in your browser.

There’s also the Tellar Fashion Hub — a library stacked with free posts from our top stylists. Honest, unbiased, independent and always free, covering style advice, top picks and the best brands for every query.

A few of my most-read guides to get you started:

Find your perfect Alice Collins size in seconds

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