Fashion Forward - Europe’s Most Stylish Cities

With the buzz of fashion month in the air, see Europe through a decidedly stylish lens from the comfort of our hotels. More than a display of talent and design – it’s a cultural barometer, offering a window into the character and creativity of a city and its people.

On artisanal heritage in Florence

As the birthplace of Italian haute couture, the Tuscan capital is synonymous with craftsmanship, its fashion culture rooted in centuries of artisanal tradition.

Following extensive restoration, the Museum of Costume and Fashion invites exploration of more than 15,000 pieces, ranging from 18th-century court gowns to creations by designers such as Gianni Versace.

Just steps from Hotel Savoy, Via de’ Tornabuoni is home to luxury boutiques including Florence-born icons Ferragamo and Pucci. Nearby, the Gucci Museo in Piazza della Signoria has curated an engaging exhibition space, charting the brand’s remarkable journey from luxury luggage to an international symbol of Italian style.

London calling with a Rebel Yell

From Vivienne Westwood’s pioneering punk aesthetic to Alexander McQueen’s groundbreaking runway theatrics, London is regarded as the rebellious sibling among the 'Big Four' fashion capitals.

Browse the elegant boutiques of Mayfair and Bond Street, close to Brown’s Hotel where our vibrant Sir Paul Smith Suite, designed by the king of eclecticism himself, is your natural home. Close by, Soho is a hub of individuality and diverse style while Carnaby Street – once the epicentre of London’s 1960s style revolution – still pulses with youthful energy.

In South Kensington, the Victoria and Albert Museum offers a rich calendar of fashion-focused exhibitions and insightful events, often created in collaboration with heritage houses such as Cartier, Chanel and Dior.

Milan: the undisputed city of style

As a city which revolutionised ready-to-wear during the mid-20th century, Milan remains an influential fashion capital, home to celebrated brands such as Giorgio Armani and Dolce & Gabbana.   

Both The Carlton and Rocco Forte House Milan are perfectly situated in the heart of Quadrilatero della Moda, the city’s most fashionable district. Explore the boutiques of Italian icons including Prada and Versace, where elaborate window displays are true works of art. 

South of the city, discover the Fondazione Prada, a centre for contemporary art and culture co-chaired by Miuccia Prada herself. Since 2015, it has offered a permanent space for exhibitions and hosted several Prada runway shows. After exploring the museum, visitors can unwind at Bar Luce, a charming café inspired by filmmaker Wes Anderson. 

Brussels: a capital of craft and creativity

Whilst not initially considered a destination for high fashion, Brussels has quietly earned its place on the style map. While Antwerp first drew international attention thanks to big-ticket designers such as Martin Margiela, Anthony Vaccarello and Raf Simons, the city’s distinctive avant-garde aesthetic has since made its way to Brussels.

At the heart of this movement is STIJL, the boutique on Rue Antoine Dansaert that has been championing Belgian fashion for more than four decades. Since opening in the 1980s, it has served as a launchpad for some of the country’s most celebrated designers. Discreet in size yet powerful in influence, STIJL ignited a fashion revolution in Brussels. Guests of Hotel Amigo can even arrange an exclusive personal styling and shopping experience with its founder, Sonja Noël.

Finally, for lovers of fashion history, the Fashion & Lace Museum offers another essential stop. Just steps from the Grand Place, the museum preserves some 15,000 pieces of lace, clothing and accessories spanning from the 16th century to today. Its rotating exhibitions reveal exquisite craftsmanship up close, celebrating both Belgium’s historic lace-making tradition and its ongoing contributions to global style.

With Rocco Forte Hotels, every stay is an invitation to experience a city’s fashionable legacy from the front row.