THE FASHION ATLAS OF EUROPE
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There’s more to the contemporary world of fashion than Paris, Milan, Rome or London. Fashion trends come to life also online, through orders, deliveries, and social media. As a result, new trends are increasingly dominating the scene of the European streets. On top of that, a multitude of factors determine how fashion develops in a city: i.e. the inhabitants’ habits, architecture, climate, as well as subcultures.
Lounge by Zalando wanted to know where the styling trends of tomorrow will emerge and have researched which cities have the highest levels of interest in fashion.
Our study takes into consideration numerous styles and fashion categories like alternative fashion, boho, sustainability, and many more.
The Fashion Atlas maps the location of Europe’s contemporary capitals of fashion.
Every day, Lounge by Zalando opens doors to exciting fashion moments for everyone. We believe that fashion is a fundamental part of our lives. It’s probably the simplest form of making a subtle yet thought-after statement. It can also be seen as the expression of one’s own self-development. That’s why it feels so good to find our own individual fashion style that is tailored to our personality. That’s not to say that we shouldn’t embrace trends from the fashion world and from other style icons. On the contrary, inspiration is essential to help us find our own style. Let’s get inspired by the unique and diverse fashion styles of people living in European cities!
TOP 10 CITIES MOST INTERESTED IN FASHION
Discover the full study of 40 European cities and their top fashion preferences here.
Rome may not be the capital of a certain fashion style, but it is still one of Europe’s four biggest fashion capitals. Whether it’s boho chic, elegance, loungewear or trendsetters, Rome offers a little bit of everything. Although Paris is the capital of haute couture, Parisians prefer to get their inspiration from trendsetters. Loungewear is also popular in the French capital. Meanwhile, in the German cities of Munich and Hamburg, people are also primarily interested in trendsetters, and less interested in fashion overall.
CONTEMPORARY FASHION CAPITALS IN EUROPE
BERLIN: CAPITAL OF ALTERNATIVE FASHION
Alternative fashionistas stand out from the crowd. Alternative fashion encompasses the fashion trends of subcultures. It’s no wonder that the German capital Berlin, which has one of the most diverse club cultures in the world, is also the capital of alternative fashion. If you want to gather alternative fashion inspiration, it’s worth strolling around Kreuzberg, Friedrichshain or Neukölln.
BARCELONA: CAPITAL OF BOHO CHIC
Bohemian style or boho chic makes use of, among other things, the characteristic maxi skirts, earthy tones and crochet details, typical of the 1960s hippie culture. In Barcelona, the hippie mentality still seems to resonate somewhat. Anyone who has spent time in the Catalan capital unwinding in a tapas bar, on the beach, or in an art museum can certainly attest to this. If you want to take the boho style home with you, you should look around for numerous bohemian boutiques in the narrow streets away from Las Ramblas
NICE: CAPITAL OF BUSINESS FASHION
Just because you work in the office doesn’t mean you have to miss out on fashion trends. If you want to stay up to date not only in terms of content but also in terms of outfit in the meeting room, you should stretch your fashion antennae in the direction of the Côte d’Azur. You’ll find the business fashion on display around Nice in its small, smart boutiques.
MILAN: CAPITAL OF CONSCIOUS FASHION AND ELEGANCE
It’s no surprise that the European capital of elegance is located in beautiful Italy. It’s also no surprise that Italy’s second-largest city and fashion metropolis, Milan, is the #1 city in two categories: Milan’s residents are indeed the most interested in elegance and conscious fashion across all Europe. It is no coincidence that these two fashion topics are popular in the same city. After all, conscious fashion and elegance both incorporate high-quality materials and timeless cuts—exactly what Milan is known for.
LISBON: CAPITAL OF LOUNGEWEAR
If you’ve ever spent time on the Portuguese coast, maybe surfing and watching the sunset in a fresh breeze, you know why Lisbon is the capital of loungewear. At the end of the day, after hours spent in a wetsuit, who wouldn’t say yes to a cozy, warm sweater and to relax as the day winds down? Find inspiration for the latest loungewear trends in the trendy central districts like Barrio Alto.
BERGEN: CAPITAL OF OUTDOOR FASHION
Bergen is the second largest city in Norway, the rainiest city in Europe, and it is known as the “Gateway to the Fjords”. It’s no wonder, then, that the capital of outdoor fashion has sprung up here. With the wet weather that prevails in Bergen, you’re well advised to slip into your rainproof, breathable 3-in-1 functional jacket even for a regular trip to the supermarket.
SEVILLE: CAPITAL OF SPORTSWEAR
A Mediterranean climate, gorgeous architecture, and a world-class football team characterise the capital of Andalusia. In one of the hottest cities in Europe, where everyone seems to be crazy about the local heroes of Sevilla FC, people love sporty fashion as it’s functional yet stylish. In Seville, almost 60 percent of the inhabitants are interested in sportswear.
LONDON: CAPITAL FOR STREETWEAR AND TRENDSETTERS
If you want to talk about trendsetters, then let’s talk about London. Numerous icons have found their style on the streets of London, making the city on the Thames the contemporary capital of trendsetters. London is also the streetwear capital of Europe—you’ll find inspiration directly from the streets of Mayfair, Greenwich and Camden, just to name a few
HOW WE CREATED FASHION ATLAS?
The research for the Fashion Atlas was conducted by ABCD Agency on behalf of Lounge by Zalando in August 2021. The full methodology is outlined here.
In order to determine the most stylish cities in Europe, it was necessary to determine what is meant by fashion capital, and how to identify them. Nowadays, interest in fashion and style choices on an individual level are mostly expressed online.
In order to identify which cities in Europe have the highest level of interest in fashion, ABCD Agency partnered with consumer insights tool Rascasse. Rascasse analyses consumer engagement on social media platforms such as Facebook, Instagram, and Twitter. They also analyse consumer search activity on search engines such as Google and Bing, and streaming activity on streaming sites like YouTube and Spotify.
WHAT IS LOUNGE BY ZALANDO?
It’s easy! Lounge by Zalando is a shopping club where you can find new promotional offers every day. For lovers of style, we have brand fashion, for gourmets cooking accessories, and for creative household members the most beautiful collections of interior furnishings. Free membership gives you access to thousands of discounted products every day.