As the tourism industry has suffered exponentially, many of us are eager to travel post-pandemic, but which cities need our support? New research by Fossil & Michael Kors, in conjunction with Currys PC World, has examined fashion cities around the world that we can help rebuild.
With the effects of the global pandemic having devastated global tourism in 2020, travel restrictions are only now beginning to lift. So with the ban on travel coming to close for some destinations, which capitals should we visit to satisfy our fashion needs?
London, Paris, Milan, and New York may be considered to be the ‘big four’ of the fashion tourism world, but with growing investment in the industry beyond these mighty pillars, other cities are starting to move up the fashion ranks.
The top emerging fashion capitals we can help rebuild
Traditionally, Europe and North America have dominated the fashion world, but thanks to the democratisation of the industry, fashion is now very much global, with places such as the Far East becoming a fashion powerhouse in recent years.
As such, cities including Tokyo and Seoul have found themselves firmly on the fashion map, and elsewhere, cities such as Berlin, LA, and Melbourne are championing a more laidback take on fashion, whilst the likes of Lagos have introduced a more eclectic style into the mix.
Fashion designer, Justine Tabak, commented, “Street fashion and subcultures were popularised in Japan during the 80s and swept into mainstream culture alongside the developing obsession with anime, manga and comic book characters,”
Tabak goes on to say, “As for South Korea, “K Pop, K -Beauty and now K-Fashion has exploded in popularity. Aimed at youth culture, fashion trends are fast-paced, with a mix of sportswear, vintage and tailored looks all worn together.”
The best shopping cities around the world we can support
The retail industry both at home and international have understandably been hit hard by the pandemic with a number of popular brands and high street stores going into administration in recent months, it is likely that the full effects of Covid-19 on the economy still likely to be felt for some time. With the Office for National Statistics revealing the UK economy has been hit by the worst contraction in 41 years.
As consumers, it’s essential that we support retailers and what better way to do this than by indulging in some retail therapy on your next trip abroad.
Of course, no fashion capital is complete without a strong shopping scene, and whilst the likes of Paris and Milan are known for their luxury brand offerings, cities such as Amsterdam and Berlin are popular for vintage finds.
“Preloved and circular fashion have been a natural feature of Dutch living for many decades – it’s part of the Dutch psyche for green living. There’s even a museum in Amsterdam called ‘Fashion for Good’, which is dedicated to sustainable innovation and promoting best practice in fashion,” says Tabak.
Where to shop:
· Paris – Forum de Halles (affordable fashion); the Golden Triangle (luxury brands); Montmartre (vintage)
· London – Oxford Street (affordable fashion); Bond Street (luxury brands); Brick Lane (vintage)
· Milan – Corso Vittorio Emanuele II (affordable); Quadrilatero della Moda (luxury brands); Brera district (vintage)
· New York – Soho (affordable fashion); Madison Avenue (luxury brands); Bedford Avenue (vintage)
· Amsterdam – Kalverstraat (affordable fashion); P.C. Hooftstraat (luxury brands); De 9 Straatjes (vintage)
· Berlin – Alexanderplatz (affordable fashion); Kurfürstendamm (luxury brands); Flohmarkt im Mauerpark (vintage)
· LA – The Grove (affordable fashion); Beverley Hills (luxury brands); Melrose Avenue (boutiques)
· Seoul – Myeongdong Market (affordable fashion); Apgujeong (luxury brands); Insadong (vintage)
· Tokyo – Shibuya (affordable fashion); Ginza (luxury brands); Harajuku (boutiques)
· Melbourne – Chadstone (affordable fashion); Collins Street (luxury brands); Sydney Road (vintage)
· Lagos – Palms Shopping Centre (affordable and luxury brands); Victoria Island (boutiques); Lekki Market (market stalls)
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While many other cities are proving themselves worthy fashion destinations, the ‘big four’ remain supported by the best fashion schools in the world.
London is a top choice for thousands of fashion students, with the British capital boasting the world-famous Central Saint Martins college – the old stomping ground of famous grads like Stella McCartney and Alexander McQueen.
“London still reigns globally as a hub of creativity, with its street and music culture and the plethora of fashion schools, from the ever-influential Central St Martins to more commercially focused universities like Westminster University and the Royal College of Art,” explains Tabak.
Top fashion school by city:
· London – UAL Central Saint Martins
· Paris – Institut Français de la Mode
· Milan – The Istituto Marangoni
· New York – Parsons School of Design
· Amsterdam – Hogeschool Van Amsterdam (AMFI Amsterdam Fashion Institute)
· Berlin – Berlin University of the Arts
· LA – The Fashion Institute of Design & Merchandising
· Seoul – ESMOD Seoul
· Tokyo – Bunka Fashion College
· Melbourne – The Royal Melbourne Institute of Technology
· Lagos – Lagos Fashion and Art Academy
Read the full guide to future fashion capitals here: https://techtalk.currys.co.uk/gadgets/fitness-smart-watches/emerging-fashion-capitals