Does the Brand H&M Run Big or Small? What Is Their Sizing Like — And What’s Worth Buying?

Understanding H&M Sizing: An Overview

H&M is one of the most recognisable names in global fast fashion. With stores in over 70 countries and a strong online presence, it’s a go-to for affordable wardrobe staples, trend-led pieces, and capsule wardrobe must-haves. But a common question many shoppers ask is: Does H&M run big or small?

The short answer: H&M sizing generally runs small — particularly in womenswear. However, there are important nuances depending on the garment type, fabric, and product line.

Let’s break it down with facts, brand-specific sizing patterns, and what you should look out for before buying.

Fact-Based Sizing Insights: How H&M Compares

1. Womenswear: Frequently Runs Small

H&M has long been criticised for inconsistent and undersized women's clothing. Shoppers with curvier figures often find themselves needing to size up — sometimes by two sizes — especially in jeans, tailored dresses, and slim-fit tops.

Key findings:

• Trousers and jeans: Typically run at least one full size smaller than UK high street brands like M&S or Next.

• Tops and blouses: Tend to fit narrow through the shoulders and bust.

• Fitted dresses: Often need to be sized up due to tight chest/waist ratios.

Relevant guide:

👉 tellar.co.uk

👉 Why Women's Sizing is So Confusing — Explained

2. Menswear: More Consistent But Still Slim Fit

Men’s clothing at H&M is relatively closer to standard UK sizing, but it tends to lean slim. The sleeves, shoulders, and chest areas are cut narrower — similar to European tailoring.

• Blazers/shirts: Tighter around the chest and arms.

• Trousers: Low rise and tapered, often tight in the thigh.

• T-shirts: True to size but short in length.

If you’re taller or have an athletic build, you may prefer sizing up — especially in tops.

3. Kidswear: Age-Based, But Slim

H&M children’s sizing is based on height (cm), which is helpful — but still on the narrower side compared to UK supermarket brands like George at Asda or Tu by Sainsbury's.

• Children with broader shoulders or fuller frames often need the next size up.

• Dresses and leggings are cut slim, which can lead to tightness even when the height is accurate.

🔎 Want an exact match? Try the UK’s leading sizing tool at tellar.co.uk — we match your measurements to over 1,500 brands, including H&M.

What’s Good to Buy at H&M?

While H&M has its sizing quirks, many items consistently earn praise for value, style, and wardrobe longevity.

✦ Basic T-Shirts and Layering Essentials

These are the heart of H&M’s value proposition — inexpensive, minimal, and available in inclusive colour ranges. The Conscious and Basics lines often use more sustainable cotton.

✅ Fit tip: True to size if you like a snug fit; size up for a relaxed look.

✦ Outerwear and Coats

H&M coats often mirror high-street luxury aesthetics at a fraction of the price. Think oversized trenches, belted wool coats, and puffers — often updated seasonally.

🧥 These run truer to size than H&M’s fitted pieces, especially in looser silhouettes.

✦ Divided Line for Teens and Trend-Seekers

H&M’s Divided sub-brand caters to Gen Z with bold trends, crop tops, miniskirts, and festival-ready styles. Note that Divided items run much smaller — especially bottoms.

👖 Our advice: go one or even two sizes up, especially in fitted items.

🔗 Read more: The Truth About Vanity Sizing

✦ Maternity & Mama Line

Surprisingly well-reviewed, the Mama range includes supportive leggings, bump-friendly jeans, and maternity dresses that strike the balance between style and comfort.

📏 Tellar’s algorithm takes maternity sizing into account. Create your free sizing profile here.

International vs UK H&M Sizing

Did you know that H&M converts their European sizes into UK sizes for local labelling — but inconsistently? An EU 38 may be marked as UK 10, but the fit might be closer to a UK 8. This mismatch is a key reason shoppers experience inconsistent sizing.

Add in stretch fabrics, style cuts, and differing body types — and it's no wonder sizing confusion reigns.

📉 According to Trustpilot reviews and fashion forums:

• Over 65% of complaints relate to fit and sizing issues.

• Many reviewers report having to return up to 50% of their order due to unexpected sizing.

🔍 Want to avoid this hassle? That’s exactly why tellar.co.uk exists.

How Tellar.co.uk Solves H&M’s Sizing Confusion

Tellar.co.uk is the UK’s Leading Free Sizing Tool. We help you:

• ✅ Find your size in 1,500+ brands — including H&M — in seconds.

• ✅ Match your body measurements to the right fit instantly.

• ✅ Store and manage your profile for future shopping.

• ✅ Get a free measuring tape when you sign up.

• ✅ Use the tool online or via our upcoming mobile app.

🔗 Click here to try it free now

Real-Time Accuracy That Goes Beyond the Label

With Tellar.co.uk, you can:

• 🔎 See how H&M size 12 in jeans compares to Zara, Mango or ASOS.

• 📐 Switch between CM and Inches effortlessly.

• 🧵 Get recommendations even when you know your size in another brand.

• 🔄 Update your profile as your body changes.

Backed by real data from H&M’s own size charts and user feedback, Tellar does the hard work for you.

Want proof? Read:

👉 How Tellar Helps Women Shop With Confidence

👉 UK Size Conversions Explained

👉 Why High Street Brands Run Small

Connect With Us

Tellar.co.uk is more than a tool — it’s a movement. Join thousands of UK shoppers who are taking back control of sizing.

🔗 Instagram: @Tellarsizing

🔗 Pinterest: TellarUK

🔗 Twitter (X): @TellarSizing

🔗 Facebook: TellarSizing

Final Verdict: Does H&M Run Big or Small?

Overall: H&M runs small — particularly in women’s clothing and trend-led items. Menswear is more consistent but skews slim, and kidswear can feel tight despite correct height matching.

Best advice? Don’t rely on the label.

Rely on your measurements — and let tellar.co.uk do the work.

Never Guess Your Size Again

🎯 Create your free sizing profile today and unlock your perfect fit across H&M and over 1,500 brands.

➡️ Click here to get started — it’s free & easy