If last year’s big summer trend was “tomato girl” – think la dolce vita glamour for – this year, attention has turned to elsewhere in the Mediterranean. In 2024, we are declaring a “ .” If it feels like everyone you know is in Greece this year, you aren’t alone.
With a string of high-profile luxury hotel openings and the revival of the Athens Riviera, the cool set have packed up their linen for a week of sun, sea and feta. Travel often invites a touch of literal dressing – think game drive-ready neutrals for safari, and raffia and gingham in Provence. Whether you’re spending a weekend touring the Acropolis or embarking on your own island-hopping odyssey, blue and white stripes, goddess-inspired gold jewellery and wrap-around sandals will help you relax into the taverna lifestyle.
Alexia Karides, co-founder of the Athenian jewellery brand YSSO, believes this look is more dominant this year thanks to “years of the slow discovery of the ‘Greek summer’”, that started with Mykonos becoming oversaturated and tourists “expanding to visit the undiscovered parts of Greece.” As the founder of a Made in Greece brand, she is noticing a lot of international labels also embracing the Greek aesthetic in 2024. “It makes me happy as I see it as an appreciation of our culture.
When the brand has not researched or quite understood the culture, the audience will realise it is a gimmick and not authentic.” Although fashion production isn’t huge in Greece, the.