What Is Sizing Like at Emma & Gaia?

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

Emma & Gaia sizing runs true to size on most pieces, but — and here's the crucial bit — the brand uses Italian sizing, which does not translate directly to UK sizes, and if you go in expecting a straightforward size 10 or 12, you may well come out confused or disappointed. I've been watching this Florentine brand build its following over the past couple of years and it's absolutely deserved, but Italian sizing catches people out every single time. Let me walk you through exactly what to expect so you get it right first time.

First, Who Is Emma & Gaia?

If you haven't come across Emma & Gaia yet, a quick introduction. It's a womenswear brand rooted in Florence, produced by Gaillardo — a historic Florentine clothing house — and it sits in that satisfying space between accessible luxury and considered everyday dressing. Think flowing midi dresses, beautifully cut trousers, elegant blouses, and trench coats that look considerably more expensive than they are. The brand describes its approach as close to made-to-measure but produced at scale, which is a bold claim — but honestly, when the fit lands, you understand what they mean.

It's sold through YOOX, Farfetch, Miinto, and a handful of premium stockists, as well as its own site and its first boutique which opened in Florence in 2024. It has also become something of a favourite on Vinted and Depop, which is both a compliment to the brand and a sizing hazard I'll come back to.

Italian Sizing: The First Thing You Need to Understand

This is non-negotiable — before anything else, you need to understand that Emma & Gaia uses Italian sizing, and it does not map neatly onto UK sizes. Here's a rough guide:

Italian 36 = UK 8
Italian 38 = UK 10
Italian 40 = UK 12
Italian 42 = UK 14
Italian 44 = UK 16

In practice this means that if you're a UK 12 and you order an Emma & Gaia size 12, you'll almost certainly be ordering two sizes too small. It's an easy mistake and an expensive one. Always, always shop by your Italian size equivalent, not your UK number. If you're unsure, measure your bust, waist, and hips — those measurements will tell you far more than any size label.

How the Sizing Actually Fits: By Garment Type

Once you've navigated the Italian sizing system, the good news is that Emma & Gaia's actual fit is thoughtfully done. The brand isn't cutting everything tight and body-skimming — it plays with proportions intelligently, which makes sizing more forgiving than many Italian luxury brands.

Tops and blouses: These tend to be relaxed or slightly boxy in cut, which is very much by design — it's part of the brand's aesthetic. They generally run true to your Italian size equivalent, and the relaxed cut means there's a bit more give if you're between sizes. If you prefer a neater, more fitted look, size down one.

Trousers: This is where you need to pay the most attention. Emma & Gaia trousers — which are some of their most covetable pieces — are generally true to size at the waist, but can come up snug if you have more volume through the hips and thighs. The waistbands are often not elasticated, so there's no forgiveness there. Measure your waist carefully and if you're between sizes, go up. Customer feedback consistently flags the waist on trousers as the place things go wrong.

Dresses: The most forgiving category. Emma & Gaia midi and maxi dresses frequently feature A-line cuts, pleating, ties, or belts at the waist, all of which give you a more customisable fit. These are where I'd feel most confident ordering true to your Italian size equivalent without measuring first — though measuring first is always the safer call when you're spending this kind of money.

Jackets and coats: Cut with a structured but generously proportioned silhouette. They're designed to layer over knitwear or blouses, so they don't cut tight. True to size is generally fine, though if you're petite or narrow-shouldered, you might find the shoulders sit slightly wide. Worth checking the exact shoulder measurement in the product description if that's a fit issue you usually encounter with Italian brands.

Shopping Emma & Gaia Second-Hand: A Word of Warning

A quick but important note if you're shopping Emma & Gaia on Vinted, Depop, or HEWI London — which lots of people are, because the pieces hold their look beautifully. Second-hand listings frequently get the sizing wrong. Sellers often list the garment by UK size rather than the Italian size printed on the label, which creates a two-size mismatch and a lot of returns. Always ask the seller for the size label as shown on the garment itself, and cross-reference with your Italian size equivalent before buying. It'll save you significant frustration.

Style Advice: What to Buy and How to Wear It

Emma & Gaia's strength is elevated everyday dressing with an Italian sensibility — it's not edgy or trend-chasing, it's quietly confident. Here's where I'd focus:

The midi dresses are the hero pieces — flowing, beautifully proportioned, and versatile enough to go from smart-casual to proper occasion dressing with a shoe swap
The wide-leg trousers are excellent quality and the silhouette is very wearable — just get your waist measurement right
The trench coats are a genuine investment piece — classic, well-constructed, and the kind of thing you'll have for years
Fabric quality across the range is noticeably good for the price point — viscose, elastane blends, and wool feature strongly, and they wear and wash well

Brands to Shop Alongside Emma & Gaia

If you love the Emma & Gaia aesthetic — flowing Italian tailoring, elevated everyday pieces, considered quality — here are the brands I'd put in the same wardrobe. A mix of high street and premium, all genuinely worth your time:

Massimo Dutti — Probably the closest in aesthetic on the high street. Massimo Dutti does Italian-influenced tailoring, flowing trousers, and beautifully cut coats at a price point that makes it genuinely accessible. Sizing is consistent and the quality is impressive for the price. A go-to for elevated everyday dressing.
Cos — If you're drawn to Emma & Gaia's play with proportion — the slightly oversized tops, the relaxed-but-considered silhouettes — COS does it brilliantly at a lower price point. Sizing is true to size and very consistent across the range.
Whistles — A brilliant British premium brand for exactly the kind of grown-up, unshowy dressing that Emma & Gaia does so well. The trousers and midi dresses in particular are excellent, and sizing is consistent and reliable.
Jigsaw — Beautifully made, understated, and designed with a real woman's wardrobe in mind. Jigsaw's linen and viscose pieces have a similar drape and quality feel to Emma & Gaia at a more accessible price. Sizing runs true to size.
Me&Em — A premium British brand that has built a serious following for exactly this kind of quietly elegant dressing. The fabric quality is excellent, the fit is well thought through, and the sizing is clear and consistent. A strong alternative if Emma & Gaia's Italian sizing feels like too much of a gamble.
Reiss — For the more tailored pieces in the Emma & Gaia range — the structured blazers, the trench coats — Reiss is a natural companion brand. Well cut, good quality, and sizing that's straightforward and reliable.
Anthropologie — Worth a mention for the dresses specifically. Anthropologie's aesthetic overlaps with Emma & Gaia's flowing, feminine aesthetic, and they carry a good range of European brands alongside their own label. Sizing varies slightly by brand but their own-label pieces are reliable.

And two independent labels I love that deserve more attention:

Ahlvar Gallery — A Swedish independent brand with a deeply considered approach to cut, proportion, and fabric. The aesthetic is minimal and elegant in a way that maps well onto Emma & Gaia fans — understated, quality-focused, beautifully draped. Sizing is true to size and the brand is refreshingly transparent about their manufacturing. One of the best-kept secrets in accessible European fashion.
Maimoun — A French independent brand rooted in artisan fabric and considered slow fashion. Flowing silhouettes, beautifully textured fabrics, and a colour palette that makes everything look expensive. Sizing is detailed and accurate on their site and the quality of finish is exceptional. If you're spending money on Emma & Gaia-calibre pieces, Maimoun is absolutely worth knowing about.

Italian Sizing Headache? Let Tellar Sort It

Emma & Gaia is the perfect example of why shopping by size label alone is a recipe for returns. Italian sizing, varied cuts across garment types, and the added complication of second-hand listings — it's a lot to navigate. That's exactly what Tellar.co.uk is built for: the UK's leading free sizing tool that matches your exact body measurements to over 1,500 brands instantly.

Here's how it works:

Measure once — your bust, waist, and hips. That's genuinely all you need.
Use the Store Size Lookup tool to get your precise size across any brand — Emma & Gaia, Massimo Dutti, Whistles, Reiss, and 1,500+ more. No more Italian size conversion guesswork, no more expensive returns.
Always free — no subscription, no downloads, no faff. Works instantly in your browser.

And the Tellar Fashion Hub is packed with free, honest, unsponsored posts covering every brand, every style question, every sizing dilemma — written by real stylists with no brand deals getting in the way.

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