What is sizing like at Dima Ayad?

Dima Ayad runs true to size with a forgiving, generous cut — so if you know your usual UK size, order it. What makes this label different from almost every other occasionwear brand I work with is that the pieces are designed from the largest size down rather than the smallest size up. Ayad famously samples in a 4XL and scales backwards, which is why the drape sits so beautifully across the body instead of pulling at the seams. The result is a range that genuinely behaves the same whether you're an XS or a 4XL — a rare thing in eveningwear.

Who is Dima Ayad — and why the fit is so good

Dima Ayad is a Dubai-based Lebanese designer who launched her eponymous label in 2010 after, in her words, having a "Pretty Woman" moment of finding nothing to wear for wedding season. The brand built its reputation on glamorous, size-inclusive eveningwear — kaftans, capes, embellished gowns and that signature draped silhouette — in a full XS to 4XL range. It's stocked at NET-A-PORTER and has its own space at Bicester Village, and it's the only size-inclusive evening label of its kind to land at that level. Ashley Graham has worn it; a Dima Ayad gown even walked the Oscars red carpet on stylist Nadia Stacey.

I'll be honest about why I rate the sizing so highly. Years ago I styled a client for a black-tie do and put her in a "size 16" gown from a well-known premium label — it fit her shoulders and gaped everywhere else, and we spent the morning of the event with a tailor. Dima Ayad is the antidote to that. Because the design starts large and is refined down, the proportions hold. Nothing feels like an afterthought stretched to fit.

How the sizing actually runs

Here's what to keep in mind before you order:

True to size on structured pieces. Tailored capes, fitted gowns and anything with built-in structure match your standard UK size cleanly. Take your normal size.
Generous on the drape. The kaftans and column dresses are intentionally fluid — they're meant to skim, not cling. If you're between sizes here, size down rather than up, as the cut already builds in room.
Consistent across the size range. Because everything is designed from the largest size backwards, a piece flatters at both ends of the spectrum — you won't find the fit "falling apart" in the bigger sizes.
Custom tailoring exists. Premium and made-to-order pieces can be adjusted, so if you fall between two sizes on an investment gown, it's worth asking.
Mind the length. Many gowns are cut long for heels — if you're petite, factor in a hem alteration on floor-length styles.

My one styling note: don't size up "to be safe" on the draped pieces. I see this constantly. The whole point of that silhouette is the controlled volume, and going a size bigger tips it from elegant to swamped.

Where to shop if you love the Dima Ayad look

If you adore that glamorous, forgiving occasionwear but want options at different price points, here's where I'd send my own clients.

High street

Coast — the high street's occasionwear specialist, brilliant for embellished and draped gowns at an accessible price.
Phase Eight — beautifully cut event dresses with a real eye for flattering the waist; my reliable wedding-guest go-to.
Monsoon — for sequins, beading and that special-occasion sparkle, with a genuinely inclusive size range.
Hobbs — elegant, grown-up tailoring and column dresses for the more classic occasion.
Whistles — modern, minimalist occasion pieces if you prefer clean lines over embellishment.
Anthropologie — wonderful for prints, texture and a boho-glam edge that nods to Ayad's bolder side.
Ted Baker — embellishment and statement detailing with a polished, party-ready finish.

Premium

Reiss — sleek, contemporary occasionwear with that quiet-luxury finish and excellent fit consistency.
LK Bennett — polished, ladylike eveningwear that suits a more structured silhouette.
Me&Em — clever, body-skimming cuts designed to flatter — a great match for Ayad's draped philosophy.

Luxury & designer

Marina Rinaldi — the Max Mara group's size-inclusive luxury line, and a natural peer (Ayad has collaborated with them); impeccable for tailored, elevated dressing.
Max Mara — for the cape coats and column dressing in serious fabric, if you want investment pieces that last decades.

Two independent labels worth knowing

Taller Marmo — the cult Italian-founded label behind the directional kaftan; if you love Ayad's fluid, glamorous draping, this is your next obsession.
Nadine Merabi — a brilliant independent British occasionwear brand built on sequins, sharp tailoring and showstopper detail, with a loyal size-spanning following.

Never look at a size guide again

Tellar is the UK's leading sizing tool — your body matched to 1,500+ brands instantly, including Dima Ayad. Measure once using your bust, waist and hip (or just your existing size in a brand you know), and we do the rest. Always honest, always unbiased, always free — no downloads, works straight in your browser.

Measure once, match everywhere
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Dima Ayad is one of the few brands where I genuinely tell clients to trust their usual size and enjoy the process. Order your standard size, lean into the drape, and let the cut do the work.