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 a four-year restoration, the recently reopened 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.

Until April 2025, don’t miss Vogue: Inventing the Runway at Lightroom, narrated by Cate Blanchett, an immersive experience tracing the evolution of the runway. 

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.   

Rocco Forte House Milan is 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. 

Break the style mold in Berlin

Uninhibited by the traditional influences of Europe’s other fashion capitals, Berlin is a magnet for avant-garde creatives.

Along Kurfürstendamm, described as the Champs-Élysées of Berlin, guests of Hotel de Rome will find luxury favourites like Chanel, Gucci, and Louis Vuitton. Those keen to curate a wardrobe of unique treasures will delight in the city’s vintage boutiques, where expertly curated collections defy the stereotype of cluttered second-hand stores.

Finally, lovers of fashion photography should visit the Helmut Newton Foundation. Delve into a fascinating archive, including some of the German-Australian photographer’s most innovative and provocative works, many of which graced the pages of Vogue during the second half of the 20th century.

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