What Is Sizing Like at Goa Goa?

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

Goa Goa runs slightly small by UK standards — it's an Italian brand and uses EU numerical sizing, so there's a translation step most shoppers don't realise they need to make. If you've ever ordered a European label in your usual UK size and ended up sending it back confused, this is exactly why. The good news is that once you understand the system, Goa Goa is a genuinely brilliant brand — and getting your size right makes all the difference.

First, a Bit About the Brand

Goa Goa is an Italian womenswear label with a strong sense of identity — the name says it all, really. It's inspired by travel, wanderlust and the kind of effortless, expressive dressing that feels more personal than polished. Think beautifully crafted knitwear, fluid dresses, considered tailoring and separates that feel elevated without being stiff. It's not a brand you'll find everywhere on the UK high street, which is part of the appeal. When I first came across it through a small boutique, I remember thinking it felt like discovering something — the fabrics and detailing are genuinely special, and the brand has a very loyal following for good reason.

In the UK, Goa Goa is stocked by independent boutiques and specialist retailers — including McElhinneys, who carry the full range — rather than the big department stores. That boutique setting suits it well.

The EU Sizing Issue — and How to Crack It

Goa Goa sizes in EU numbers: 36, 38, 40, 42, 44, and so on. Here's how that maps to UK sizing:

Goa Goa EU SizeUK Size EquivalentUS Size EquivalentXS / 36UK 8US 4S / 38UK 10US 6M / 40UK 12US 8L / 42UK 14US 10XL / 44UK 16US 12XXL / 46UK 18US 14

The catch is that Italian sizing in general — and Goa Goa is no exception — tends to be cut for a narrower frame than UK sizing suggests. So an EU 40 (technically UK 12) will often feel more like a fitted UK 10 through the bust and waist. If you're between sizes, or fuller in the chest or hips, I'd size up without overthinking it. You'll lose nothing by going up, and a size too small on a beautifully made Italian garment is a very sad sight.

How the Fit Varies Across Different Pieces

Not every category fits the same way, and this is where it gets interesting:

Knitwear: This is where Goa Goa really shines, and happily it's also the most forgiving category for sizing. Their jumpers, cardigans and knitted tops tend to have natural ease built in — the cut isn't trying to sculpt you. I'd say knitwear is the one area where you can comfortably stay on your converted EU size without worry.
Dresses: Beautiful — but these can run close to the body, especially in structured or ponte-style fabrics. The waist and bust are the key measurements here. If you're between sizes, go up. A size 40 dress that fits the waist but pulls across the bust isn't doing justice to the garment or to you.
Tailored jackets & blazers: Goa Goa's outerwear and jackets are genuinely show-stopping — interesting cuts, quality fabrics, lots of personality. They fit close through the shoulder and upper arm, which is typical of Italian tailoring. If you have broader shoulders or a fuller upper arm, size up. The silhouette is meant to be sharp, not restrictive.
Trousers & skirts: The waist is the key measurement to go by. The hip allowance tends to be reasonable, but the waist runs neat in Italian sizing. As always, fit to your largest measurement and alter if needed — a good tailor can take in a waistband for next to nothing, but they can't add fabric where there isn't any.

My Honest Stylist Verdict

I'll be straight with you: the Italian sizing system catches people out more than almost any other in fashion. I've had clients arrive at fittings genuinely convinced they'd ordered the wrong item when actually they'd just applied UK logic to EU sizing. Once you make that mental shift — and go up a size if you're on the cusp — Goa Goa is one of those brands that just works. The cut is flattering, the fabrics feel luxurious without being precious about it, and there's a confidence to the aesthetic that I really respond to.

If in doubt, always size up. And always — always — go by your actual measurements rather than the number on a label. More on that below.

Love the Goa Goa Aesthetic? Here's Where Else to Shop

Whether the boutique availability makes Goa Goa tricky to get hold of, or you're looking to build out a wardrobe in a similar spirit, these are my honest picks:

High Street & Mid-Market:

Anthropologie — closest to Goa Goa in terms of that considered, slightly offbeat aesthetic. Interesting prints, quality fabrics, pieces that feel individual rather than mass-market. A very natural alternative.
Massimo Dutti — excellent for the elevated tailoring side of what Goa Goa does. Clean, sophisticated, and impeccably made for the price point. Sizing is also EU-based, but runs quite true.
Cos — if you love the pared-back, considered side of Goa Goa, COS delivers beautifully. The silhouettes are architectural and the quality is consistently good.
Mango — brilliant for trend-led pieces with a Mediterranean sensibility. A more accessible price point, but some genuinely stylish pieces in the mix each season.
Great Plains — often overlooked, but a lovely option for effortless, wearable pieces with a relaxed elegance that echoes the Goa Goa spirit. Very good for knitwear in particular.
Hush — known for their relaxed-luxury aesthetic and consistently flattering cuts. Great for everyday dressing with that same elevated, unfussy feeling.
Part Two — a Scandinavian brand with a quietly brilliant offering. Clean lines, interesting textures, earthy palettes. If you haven't shopped it, start now.

Independent Picks:

Sandro — a French label that sits in beautifully with the Goa Goa customer. The tailoring is precise, the aesthetic is polished-but-relaxed, and the quality justifies the price tag. A brand worth knowing if you don't already.
Riani — a German premium brand with a loyal following among women who like precise, beautifully constructed separates. The fabrics are exceptional and the fit is considered. Less well-known in the UK than it deserves to be — definitely one for the shortlist.

Stop Guessing Your Goa Goa Size — Let Tellar Do It For You

Italian sizing, EU numbers, fit variations between knitwear and tailoring — it's a lot to keep track of. And when you're shopping a brand that's mostly available through boutiques rather than a high street store you can pop into, getting it wrong online is genuinely frustrating.

This is exactly the problem Tellar.co.uk was built to solve. It's the UK's leading free sizing tool — and it actually works.

Measure once — bust, waist, hips — and Tellar instantly matches your measurements to 1,500+ brands, including Goa Goa.
Use the Store Size Lookup tool to get your exact Goa Goa size in seconds — no more EU conversion guesswork.
Already know your size in Anthropologie or Massimo Dutti? Tellar cross-references it across brands instantly.
Completely free — no app, no subscription, works in your browser right now.

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