Brand guide
H&M size chart & fit
H&M sits close to the standard EU chart. Premium 'Studio' and denim lines run smaller than the main line.
Sizing philosophy
Broad-catalog Swedish retailer — standardized to the EU chart in most lines. Premium and denim collections tighten the fit.
How H&M shoes fit
True to size for most silhouettes.
How H&M clothing fits
Women's true to EU standard; Studio and premium denim run 1 size smaller. Men's true to size, slightly longer in the sleeve than most competitors.
Width & last
Medium standard.
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Men's shoe sizing
| US | UK | EU | CM |
|---|---|---|---|
| 6 | 5.5 | 39 | 24.0 |
| 6.5 | 6 | 39.5 | 24.5 |
| 7 | 6.5 | 40 | 25.0 |
| 7.5 | 7 | 40.5 | 25.4 |
| 8 | 7.5 | 41 | 26.0 |
| 8.5 | 8 | 42 | 26.5 |
| 9 | 8.5 | 42.5 | 27.0 |
| 9.5 | 9 | 43 | 27.5 |
| 10 | 9.5 | 44 | 28.0 |
| 10.5 | 10 | 44.5 | 28.5 |
| 11 | 10.5 | 45 | 29.0 |
| 11.5 | 11 | 45.5 | 29.5 |
| 12 | 11.5 | 46 | 30.0 |
| 13 | 12.5 | 47.5 | 31.0 |
| 14 | 13.5 | 48.5 | 32.0 |
Women's shoe sizing
| US | UK | EU | CM |
|---|---|---|---|
| 5 | 2.5 | 35 | 22.0 |
| 5.5 | 3 | 35.5 | 22.5 |
| 6 | 3.5 | 36 | 23.0 |
| 6.5 | 4 | 37 | 23.5 |
| 7 | 4.5 | 37.5 | 24.0 |
| 7.5 | 5 | 38 | 24.5 |
| 8 | 5.5 | 38.5 | 25.0 |
| 8.5 | 6 | 39 | 25.5 |
| 9 | 6.5 | 40 | 26.0 |
| 9.5 | 7 | 40.5 | 26.5 |
| 10 | 7.5 | 41 | 27.0 |
| 10.5 | 8 | 42 | 27.5 |
| 11 | 8.5 | 42.5 | 28.0 |
| 12 | 9.5 | 43.5 | 29.0 |
vs other brands
vs Zara
H&M is closer to true EU sizing; Zara runs smaller.
vs Uniqlo
H&M is more variable across lines; Uniqlo is more consistent.
Frequently asked questions
- Is H&M true to size?
- Yes for main collections. Studio and premium denim run one size small.
Related
Reviewed against H&M's published size chart · Last updated June 2026