When choosing our next holiday destination, we often have a certain curiosity to satisfy; a certain goal in mind which the trip, we hope, will help us achieve. Some travellers choose their holidays based on a national cuisine. Others opt for arts and architecture as boxes to tick off on their next itinerary. And for a select few, it’s fashion that drives the decision making. So if you’re in the latter camp, and looking for inspiration for your next trip, with the help of the trendsetters at Frank Wright, retailers of black chukka boots, here are 7 IDEAL destinations in Europe for fashion-obsessed travellers. 


Every year, Paris welcomes millions of tourists from around the globe, all looking to be enticed by the sensual magic of the city, and many of these visitors come for the fashion. The city is the unofficial fashion capital of the world. It’s a place where Coco Chanel famously revolutionised the fashion industry for women by doing away with the ever-present corset in favour of casual elegance and comfort.

If you’re looking for one-of-a-kind boutiques, head over to the famous Champs-Élysées which stretches from the place de la Concorde to the Arc de Triomphe. Arguably Paris’ most famous street, the Avenue des Champs-Élysées is a fashion lover’s mecca. Some time spent window shopping (or actually shopping if your pockets are deep enough) is the perfect way to whittle away an afternoon in the city. From jewellery to shoes, handbags and the finest chocolate, it’s all available on the Champs-Élysées To get the full Parisian experience, head to rue Saint-Honoré which boasts the perfect balance of classic designers and Parisian concept stores.


No list of fashion destinations would be complete without Milan. Indeed, it’s internationally recognised as one of the fashion capitals of the world; where prestigious luxury brands, both Italian and foreign, have their headquarters. The city’s fashion district, known as The Quadrilatero Della Moda, is bound by four fashionable streets (Via Montenapoleone, Via Manzoni, Via Della Spiga and Corso Venezia) forming a square. Inside is a maze of upscale fashion boutiques by the dozen. For those after vintage apparel, the trendy and more hipster-leaning Corso di Porta Ticinese is a favourite for many. Milan is also home to The Galleria Vittorio Emanuele II, one of the world’s oldest shopping malls and a major landmark of the city.


Famous for its picturesque waterways and scenic canals, Venice gives off vibes of luxury and class (if you can swerve the crowds and hawkers, of course). Traditionally, local craftsmen specialised glass blowing and creating delicate masks worn for the Carnival of Venice. But now, the Italian city is becoming an attraction for fashion lovers with its prestigious showrooms and ateliers of big designers.

If you’re looking for designer boutiques, head towards St Mark’s Square, look out for the streets Calle Delle Mercerie or Calle Larga XXII Marzo and shop to your heart’s content. Discover charming side streets where you can buy custom made Venetian slippers and other garments unique to the city.


The centre of Vienna, Austria’s uber picturesque capital, is home to numerous international luxury brands. Tuchlauben, a shopping area that is part of the Goldenes Quartier, is a great place to start. And for local designer garments, make your way towards Neubaugasse and Kirchengasse. Vienna is also home to the famous Lindengasse fashion mile — a street of small boutiques offering stylish fashion in the form of independent brands. 


What, another Italian city? Let’s give the rest of Europe a chance, hey? But who could leave out Florence, one of the rising stars of the fashion world in the last decade. The Italian city is home to big names such as Gucci and Salvatore Ferragamo as well as other big-name boutiques which can be found at Via Tornabuoni.

Go deep and discover local markets and tanneries in Florence, many of which are from a family of traders who have been creating leather goods for centuries. There’s also the unmissable Ponte Vecchio for jewellery lovers; discover pieces set with precious gemstones that you’d struggle to find anywhere else.


Barcelona is making huge waves in the fashion industry, with its colourful and quirky Spanish clothing ranges and forward-thinking, entrepreneurial spirit. The unique architecture and youthful flamboyance of the city are reflected stylistically in emergent designs; expect to see much more from Spain’s second largest city in 2019. Check out the Barcelona Design Museum and Textile and Clothing Museum for an in-depth insight into what makes the city’s creatives tick.


Chic, sophisticated and oh so effortless, it’s no wonder the Danes are teaching us a thing or two when it comes to fashion. Much like their vaunted phenomenon of ‘Hygge’, Danish fashion focuses on toned down, minimalist living with a relaxed feel. Greys, whites and blacks are the most common colours you’ll see on the streets of Copenhagen, with the occasional pop of colour; much like their weather.

Rachel is the beauty and fashion director at IDEAL. She loves trying new products and is an avid fan of London's fashion, from the high end to the high street.