What is Sizing Like at Masai?

Masai runs true to size by UK standards, and in many cases the relaxed, fluid cuts actually give you a little more breathing room than you'd expect — which is one of the many reasons this Danish brand has such a loyal following. That said, there are a few garment-specific quirks worth knowing before you click buy, particularly around their more structured pieces.

A Quick Word on Masai

If you haven't discovered Masai yet, let me introduce you. Founded in Copenhagen in 1992, it's a brand that sits in a very specific and very appealing niche — artistic, relaxed, quietly individual clothing for women who are done dressing to impress and are now dressing purely to please themselves. I mean that as the highest compliment. Masai does prints beautifully, cuts their silhouettes with a kind of relaxed ease that feels effortless rather than shapeless, and works almost exclusively in fabrics that move well and don't cling. It has a devoted following, particularly among women in their forties and beyond who have discovered that comfort and style are not mutually exclusive. It's available through John Lewis, their own website, and a good number of independent boutiques across the UK.

Price-wise it sits in the mid-to-premium bracket — not a high street impulse buy, which makes getting the fit right from the start genuinely important.

How Masai Sizing Works

Masai uses standard European sizing across its range — so you'll see XS through to XXL, typically mapped onto EU numeric sizes. Helpfully, their sizing is fairly consistent across the brand and the general consensus (and my own experience) is that Masai runs true to size, with a built-in ease that suits the relaxed aesthetic. Here's how it translates to UK sizing:

Masai SizeEU SizeUK SizeUS SizeApprox. Bust (cm)XSEU 36UK 8US 482–84 cmSEU 38UK 10US 686–88 cmMEU 40UK 12US 890–94 cmLEU 42UK 14US 1096–100 cmXLEU 44UK 16US 12102–106 cmXXLEU 46UK 18US 14108–112 cm

If you're between sizes, I'd generally recommend going with your smaller size in Masai — the generous cut of most of their garments means you're unlikely to feel squeezed, and the slightly more fitted option tends to look more polished rather than drowned.

Sizing by Garment Type

Masai's sizing is pleasingly consistent across the range, but here's how different categories tend to behave in practice:

Tops and tunics: Masai's tops are cut with deliberate ease — long, fluid, often slightly oversized by design. Sizing true to size works perfectly here. If you're petite and usually find longer tops overwhelming, consider sizing down so the proportions work better for you.
Dresses: One of the brand's strongest categories. The relaxed, often A-line or trapeze shapes are very forgiving and make true-to-size the safe and sensible call. If you're fuller through the hips, these cuts are genuinely flattering — no fight, no pulling, just good shape. See our Ultimate Guide to Dresses for more on cuts that work for different body shapes.
Trousers: Masai's trousers lean into wide-leg and pull-on elasticated styles, which makes sizing much more forgiving. True to size is reliable. Their leg lengths tend to work well for average UK heights (around 5'5"–5'7") — if you're petite, you may need a slight turn-up.
Knitwear: Generally relaxed and generous. True to size is my recommendation, and if you're between sizes you can confidently go down without feeling restricted. The fabrics have enough give to be very comfortable.
Jackets and outerwear: Masai does a smaller range of outerwear, but what they produce tends to have ease built in — true to size works well, with room for a thin layer underneath. If you want to layer heavily in winter, go up one size. For more on finding your perfect jacket fit, our Ultimate Guide to Jackets is worth a read.
Skirts: Again, the relaxed silhouette is your friend here. Elasticated waistbands are common, making fit very accommodating. True to size is your starting point; go down if you're between sizes and want a cleaner line.

My Honest Experience with Masai

I'll be honest — I was slightly sceptical the first time I tried Masai. The silhouettes looked, on the hanger, a little tent-like for my taste. I'm quite petite and usually avoid anything too voluminous because it can swallow me whole. But a client of mine — a woman in her early fifties with excellent taste and absolutely zero patience for uncomfortable clothing — had been banging on about them for months, so I finally tried a dress in my usual size.

Reader, I was wrong. The fabric moved beautifully, the length was spot on, and despite being genuinely relaxed in its cut, it gave a really pleasing shape. I have since bought two more pieces and recommend them regularly to clients who want to look put-together without suffering for it. My one caveat for petites: do try before buying where you can, as some of the longer tunics and dresses can overwhelm a shorter frame. A size down can help with proportions even if it's not strictly necessary for fit.

Who Does a Similar Thing Well?

Masai occupies a warm, artistic, relaxed corner of the market that not every brand manages to pull off. If you love the aesthetic, here are my picks at different price points — chosen specifically because they share Masai's spirit rather than just a vague similarity:

HIGH STREET & MID-MARKET

White Stuff — A natural first port of call for the Masai customer. Relaxed British brand with a great eye for print, easy shapes, and genuinely wearable everyday pieces. Particularly strong on dresses and knitwear.
Seasalt Cornwall — Beautiful use of print and colour, with a relaxed, nature-inspired aesthetic that overlaps strongly with Masai's sensibility. Excellent on tops, dresses, and outerwear with a coastal-artistic feel.
Boden — Joyful, print-forward, and made to last. Boden has a similar customer base to Masai and shares the same commitment to colour and personality in clothing. Their dresses in particular are excellent.
Anthropologie — If you love Masai's artistic prints and bohemian undertones but want something slightly more eclectic, Anthropologie is brilliant. Their collaborations and own-label pieces are creative and interesting without being costumey.
Part Two — Actually a Danish brand, just like Masai, and very much in the same spirit. Relaxed, thoughtfully made Scandinavian clothing with a quiet individuality. Worth bookmarking if you haven't already.
Monsoon — A reliable source of beautiful prints, easy silhouettes, and the kind of relaxed dressing that Masai does so well. Particularly good on occasion dressing and printed midi dresses.
Great Plains — A slightly under-the-radar pick, but their relaxed, fluid pieces and easy separates are genuinely good. Great for the everyday version of the Masai aesthetic at a more accessible price point.
Hush — Relaxed, considered, and very wearable. Hush has built a loyal following for its easy-to-wear basics and knitwear, and the brand's commitment to comfort without compromise feels very aligned with Masai's customer.

INDEPENDENT & NICHE PICKS

Gudrun Sjödén — A Swedish brand that is perhaps the closest spiritual sibling to Masai in the entire market. Bold, joyful prints on relaxed silhouettes made from natural fibres, with a wonderfully uncompromising attitude to colour and individuality. If you love Masai, this is essential viewing.
Nümph — Another Danish contemporary label, sitting slightly younger and more fashion-forward in its aesthetic, but with the same Scandi ease and quality. Beautifully cut separates and easy knitwear that won't look out of place alongside your Masai pieces.

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This post is editorially independent and unsponsored. Tellar Fashion Hub does not accept payment for brand recommendations. All views are those of the author based on research and personal experience.