Get in step with the new style capitals

Shopping can be a truly enlightening way to discover a city. From thrift stores to independent boutiques, trying on clothes, jewelry, and accessories by local creatives is an excellent way to try on a different life. Fashion is culture, after all. 

And while designers in New York, London, Milan, and Paris used to set the trends, the industry is increasingly globalized, with ideas filtering up from unexpected quarters. From Nashville to Nigeria, new destinations are emerging as fresh style capitals with fashion vernaculars all of their own.   

Legacy brands are capitalizing on the buzz, devoting entire collections to their favorite VICs (very important cities, that is). Last May, Christian Dior brought clients, stylists, and editors to Mexico City for its Cruise show, which featured local embroideries and lacework. In the same month, Gucci went to Seoul, South Korea; and in 2022, Chanel took its Métiers d’Arts show to Senegal’s capital, Dakar.   

Scroll down for the trendsetting spots to know now. 

01

Seoul, South Korea

Seoul’s style vibe: Luxury labels with futuristic flair. 

Why it’s trending: From sheet masks to “slugging,” countless beauty trends have started in Seoul. The same goes for entertainment, tech, and fashion too.  

Shop for: Beauty! Myeongdong is K-Beauty’s bull’s-eye. Start at the four-floor Innisfree store, then create your own lipstick at Etude House Color Factory. For fashion, head to Gangnam-gu—pick up a pair of sunglasses from Gentle Monster for when it all gets too dazzling. 

Where the fash pack stay: If shopping is your objective, then stay at Ananti at Gangnam and you’ll find everything you seek on your doorstep.

02

Mexico City

Mexico City’s style vibe: Urban style with an artisanal accent. 

Why it’s trending: The Mexican capital is abuzz with design talent, destination restaurants and happening galleries. No wonder Christian Dior whisked editors and clients to CDMX for its 2024 Cruise collection, inspired by Frida Kahlo. 

Shop for: Drapey dresses by Carla Fernández and Julia y Renata, local curios at the 180° concept shop, and silver jewelry (check for the .925 stamp) at Mercado Insurgentes in the Zona Rosa. 

Where the fash pack stay: Owned by the fashion designer behind Mexican home and womenswear brand Octavia, the uber-stylish Octavia Casa is a serene, minimalist retreat in the heart of hip, happening Condesa.

03

Lagos, Nigeria

Lagos’ style vibe: Bold prints meet agenda-setting design. 

Why it’s trending: This vast, buzzing city, population 16 million, has a thriving Fashion Week to match, with supermodel Naomi Campbell as its spokesperson.   

Shop for: Ankara (waxed African print) fabrics and apparel are a must—try Tejuosho market or venture to Ituen Basi for exciting modern designs. Temple Muse is the place to discover Nigerian luxury brands. 

Where the fash pack stay: When Campbell is in town, she takes interviews at the Lagos Continental—but we hear some of the best people-watching happens at The Wheatbaker, in Ikoyi.

04

Nashville, Tennessee

Nashville’s style vibe: Double denim, boots with everything, and fringe galore. 

Why it’s trending: Ask Beyoncé and Lana Del Rey: Country music and style (those hats!) couldn’t be hotter, and Nashville is the genre’s capital.  

Shop for: Planet Cowboy’s handmade boots. Trawl vintage stores like Anaconda and Old Made Good for stage wear, and don’t miss Imogene + Willie for premium jeans made in Nashville.  

Where the fash pack stay: Steps from Music Row, the boutique Kimpton Aertson puts you in the thick of Nashville’s action. Henley, its restaurant, is a scene for cocktail hour, dinner and brunch (order the French toast Monte Cristo for the table).

05

Athens, Greece

Athens’ style vibe: Goddess-core. Think wafty dresses and bold jewelry. 

Why it’s trending: Accessible rents and studio costs have helped forge a flourishing homegrown arts and fashion scene in the ancient city of Athens.   

Shop for: Elevated takes on Greek fisherman sandals, evil-eye jewelry and caftans. Flagship stores for brands like Zeus+Dione and Ancient Greek Sandals are becoming their own tourist draws. 

Where the fash pack stay: It doesn’t get much more fashionable than sleeping in a former textile factory. Mona is more luxe than its origins might suggest, and situated in hip Psirri, where shopping opportunities abound. Like what you see back in your room? Everything is for sale. 

06

Dakar, Senegal

Dakar’s style vibe: Vintage surfwear meets bright African prints. 

Why it’s trending: Dakar is a sub-Saharan fashion capital, attracting Chanel no less (the fashion house staged its Métiers d’Arts show here in 2022).  

Shop for: Pick up a chic boubou (Senegalese robe) and chunky necklaces at Le Sandaga. Marché HLM is fabric central—leave time to order made-to-measure clothes in your favorite material. 

Where the fash pack stay: The rooftop at Hôtel Le Djoloff (an exemplar of earthen architecture) is a key see-and-be-seen spot. Its interiors are a showcase of local design talent, and the basement jazz bar is not to be missed.