What Is Sizing Like at Liu Jo?

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

Liu Jo runs small — typically one to two full UK sizes smaller than you'd expect — so if you're heading straight for your usual size, stop right there. This is one of those Italian brands where sizing up is almost always the right call, and knowing that before you order will save you a lot of disappointment.

I remember the first time I ordered from Liu Jo — a gorgeous bodycon midi dress for a client event in Milan, and I confidently went with her usual UK 12. It came back from the courier looking like it had been designed for someone a full head shorter and two dress sizes smaller. We sized up twice in the end. Lesson very much learned.

Liu Jo is an Italian contemporary luxury brand founded in Carpi in 1995. It's become a go-to for polished, feminine pieces — think body-skimming denim, embellished knitwear, sleek occasion dresses and beautifully tailored coats. The quality is genuinely lovely, and the aesthetic is unmistakably Italian: confident, a little glamorous, and very figure-conscious. But that Italian DNA is also why the sizing can feel unforgiving if you go in unprepared.

Liu Jo Size Conversion Table

Liu Jo uses Italian sizing as its base, which runs consistently smaller than UK sizing. Here's how it maps across:

LIU JO LABELITALIAN SIZEUK SIZEEU SIZEUS SIZEBUST (CM)WAIST (CM)HIPS (CM)XS36–386–834–362–480–8462–6688–90S38–408–1036–384–684–8866–7090–94M40–4210–1238–406–888–9270–7494–98L42–4412–1440–428–1092–9674–7898–102XL44–4614–1642–4410–1296–10078–82102–106

As a general rule of thumb: go up one size from your usual UK size on tops and dresses, and up two sizes on jeans and structured trousers. If you're between sizes, always go larger — Liu Jo's cuts are fitted and there's very little ease built in.

Sizing by Garment Type

The brand isn't uniform across categories, so it's worth knowing which pieces are the most size-sensitive before you click buy.

Denim & Jeans: This is where Liu Jo is most famous — and most punishing if you get the size wrong. Their denim is cut slim through the hip and thigh with very little stretch on older styles (newer lines have some elastane). Size up by at least one, sometimes two, especially if you carry any volume in the hip or thigh. The waistbands are also quite snug, so check the waist measurement carefully against the table above.
Dresses: Bodycon and midi styles in particular are cut close to the body. I'd always go up one size, and check the length — Liu Jo dresses tend to hit just above the knee on a UK 10–12 frame, so taller women may find them shorter than expected.
Knitwear: A touch more forgiving due to the stretch in the fabric, but still cut slim. Size up one on fitted styles. Oversized knits are the exception — these tend to be truer to size.
Blazers & Coats: Shoulder width is the key measurement here. Liu Jo tailoring can be quite narrow across the shoulders, so if you're broader or athletic, pay close attention to the shoulder and chest measurements rather than relying solely on the size label.
Skirts: Hip measurement is everything. Their pencil skirts in particular are cut for a narrow Italian hip. Size up one and check the hip measurement — there's minimal give in their woven fabrics.
Tops & Blouses: Generally size up one. Silk and satin blouses are cut quite neat through the bust and shoulders — if you're a D cup or above, size up two to be safe.

My Honest Fit Advice for Liu Jo

Beyond the numbers, there are a few things I always tell clients before they shop Liu Jo. First — measure yourself properly. The brand is worth it, but it rewards a little preparation. Second, the brand is unapologetically designed with a straight, slim Italian silhouette in mind: narrower through the hip, shorter in the torso, and very neat through the shoulder. If your proportions differ from that template, it doesn't mean Liu Jo isn't for you — it just means you need to be more selective about which pieces work for your shape.

Their dresses and knitwear are where I've had the most success with curvier and petite clients alike. The embellished detail work is beautiful, and a size up in a bodycon dress will still look exactly as it's meant to — cinched and intentional. Their jeans, however, I'd approach with caution if you have a significant hip-to-waist ratio, as the cuts leave very little room for adjustment without tailoring.

If you're shopping online, I'd always recommend buying two sizes and returning one. Free returns policies make this painless, and the difference in fit can genuinely be significant between a perfect and an almost-right size.

Great Alternatives to Liu Jo — High Street, Premium & Designer

Liu Jo is a treat, but it isn't the only way to get that polished, feminine, European look. Here are my picks across different budgets — all chosen because they genuinely deliver on a similar aesthetic or quality level.

High Street & Accessible Premium

Mango — Probably the closest high street match to Liu Jo's Mediterranean sensibility. The denim is excellent, the occasion pieces are reliably stylish, and sizing is more inclusive and consistent than Liu Jo.
Massimo Dutti — For that clean, well-made European tailoring at a fraction of the price. Their blazers and trousers in particular are superb for the money.
Reiss — A brilliant option for Liu Jo-adjacent occasion dressing and sharp city pieces. Sizing is consistent and the quality is strong.
Ted Baker — Where Liu Jo does Italian glamour, Ted Baker does polished British femininity. Their dresses and occasionwear are excellent and sizing is more accommodating through the hip.
Phase Eight — Underrated for sophisticated womenswear. Their dresses are beautifully constructed and the fit is flattering across a range of body types.
Coast — A go-to for occasion-ready pieces with a similar luxe feel. The embellishment and fabric quality punches above the price point.
Whistles — For the more minimal, effortlessly chic end of the Liu Jo spectrum. Beautifully made, consistent sizing, and genuinely wearable in a way that feels polished rather than try-hard.
Me&Em — A brilliant British brand that sits in a similar quality bracket. Incredibly versatile pieces with a confident, grown-up aesthetic.

Independent & Left-Field Picks

Kitri — A London-based independent label that makes beautifully considered dresses and separates with a very similar feminine-meets-sophisticated energy to Liu Jo. The prints are stunning and sizing is refreshingly well thought through for different body shapes. Worth every penny and genuinely special.
Lesyanebo — A small independent label producing elegant, minimal-luxury pieces with superb fabric choices. If you love Liu Jo's more understated, refined end, Lesyanebo is a brilliant discovery. The kind of brand you feel quietly smug knowing about.

Never Guess Your Size in Liu Jo Again

Tellar is the UK's leading clothing sizing tool — free, unsponsored, and built around 1,500+ brands. You measure once (bust, waist, hips, or an existing brand size) and Tellar tells you your precise size across every brand in its database. No more returns. No more guessing.

✔ Instant size match across 1,500+ brands
✔ Works in-browser — no download needed
✔ Always free, always independent
✔ Fashion Hub: hundreds of honest, unsponsored style posts