Zara vs H&M Kids Sizes: How They Compare

Children's dresses and tops from Zara and H&M hanging on a clothing rack

Both Zara and H&M are European brands that use EU height-based sizing — so in theory, a size 104 from Zara and a size 104 from H&M should fit the same child. In practice, parents consistently notice a difference.

The general pattern: Zara Kids tends to run slightly larger than H&M Kids at the same labelled size. A child who fits H&M's 3–4Y comfortably might find that Zara's 2–3Y is actually the better fit. It's usually about one size of difference — small, but significant when you're ordering online and can't try things on.

Why does this happen if they use the same EU system? Both brands apply their own "fit" on top of the underlying height scale. Zara's children's clothing tends to have a more relaxed cut with a bit more room through the body. H&M's tends to be cut closer to the measurements, with less ease built in. Neither is wrong — they just fit differently.

Some practical guidance from parents who shop both brands regularly:

For Zara Kids: if your child is between sizes, size down. Zara's relaxed cut means there's usually room to spare.
For H&M Kids: if your child is between sizes, size up. The fit can be snug, especially through the torso.
For outerwear (coats, jackets): both brands can run smaller in the body even when the height label matches. Check the chest measurement if it's listed.
For knitwear and jersey items: both brands follow their labels fairly consistently.

Our brand size guide on the homepage shows how Zara, H&M, Next, and Boden labels align with EU height measurements — useful if you're switching between brands or buying across a mix of them in one order.