What’s the Difference Between US, UK & EU Clothing Sizes? A Personal Stylist’s Guide to Shopping Abroad Without the Sizing Confusion

Are you an American shopping aboard on your summer vacation, a recent expat trying to naviage UK's high streets? or perhaps just filling your online cart with international brands only to wonder why nothing seems to fit the way you expect?

Why isn’t a UK 10 the same as a US 10? What does a size 38 mean in EU sizing? And how do you avoid the panic of getting stuck in a too-tight top in the fitting room?

As a personal stylist (and American) living in London (with A LOT of hands on shopping experience in Copenhagen, Amsterdam, Paris and beyond), I’ve helped dozens of clients navigate this exact challenge. In this guide, I’ll break down the basics of UK and EU sizing, explain the key differences, and share tips to make your next shopping trip a success.

The most common mistake shoppers make? Assuming the numbers are the same. Spoiler: they’re not.

First, let's start with US to UK sizing. Up two sizes we go! It's rather straight foward with this one. If you are a US 10, you are a UK 14.

US to UK women's sizing conversion

Tip: When in doubt, go by fit, not number. Brands vary wildly. Zara, for example, runs small, while Marks & Spencer runs true to size or even generous. And then through in EU sizing. Even if you are not shopping IN Europe, you are likely shopping European brands in the UK. So how do sizes vary in EU?

EU Sizing

Shopping in European brands like COS, H&M, & Other Stories, or luxury designers? You’ll likely see EU sizing, which uses a different number system altogether. Chart below. BUT, it goes even more nuanced as not all EU sizing is the same.

EU/Continental

The general size often used by international brands like H&M, COS, Zara (e.g., 34, 36, 38…) usually aligns with French sizing.

France (FR)

Nearly identical to standard EU, BUT some French luxury brands (like Chanel, Isabel Marant) may run smaller than expected.

Some of my favorite French brands to shop in UK/Europe: 

Sézane: chic, tailored, often runs true-to-FR size

Sandro: slim cut, often runs small

Maje: similar to Sandro, elegant and slim

Claudie Pierlot: polished, French-casual

The Kooples: edgier silhouettes, French sizing

Ba&sh: boho-luxe, fits true to FR sizing

Italy (IT)

Italian sizing runs 1–2 sizes smaller than French/EU, this trips up many shoppers.

How to Shop Smart Across EU Regions

1. Italian and French brands? I find you need to go up a size.

   1. Especially for tailored dresses, coats, or anything fitted. Body frames are typically smaller in southern Europe compared to Nordics/UK and US so I find with Italian, Spanish and French brands I need to go up.

   2. For Danish brands, I tend do go down if I don't want an oversized feel. Cuts tend to more generous and have a more oversized, looser fit. Check the style of the garment and asses on a piece by piece basis. Note: while a dress may be generous in the hips, the shoulders may be fitted - not every oversized garment you can go down in. This is where tailoring can come in handy for the perfect fit for you.

2. Buying luxury? Double-check size guides.

   1. Brands like Celine, Saint Laurent, or Gucci may have unique charts per product. Always double check against your measurements.

   2. Higher end and luxury brands tend to run smaller (I am a XL in some!) and they typically only go up to size 8/10 US | 40/42 EU.

   3. I also find that the more mass brands/high street brands CAN run more generous and they (thankfully) offer solutions for a broader body types (often I go down to M or even a S if super oversized and I want a more tailored fit). Example: Marks and Spencer run generous on sizing like say an Old Navy does. However, Zara and similar brands this is NOT the case, they still run TTS (true to size) or on the smaller side. Of course, there are exceptions to the rules given the style and cut of the piece.

3. Order online? Always read reviews. Look for comments like “runs small” or “true to size.”

4. In store? Take 3 sizes in the fitting room. What you think, one smaller, and one larger.

5. Work with a stylist. I understand and know the sizing quirks across brands so you don’t have to.

Happy shopping, souvenirs are best worn! xx Juli