Fashion tourism: More than just shopping.

Undeniably, fashion is a great way to express personal identity, especially for young people in modern society. Therefore, many people find joy in exploring different fashion styles, both to satisfy their curiosity and to seek a form of self-expression.

Beyond just personal expression, fashion can also represent the identity of a culture. It's no surprise that peoples around the world take pride in their traditional clothing, showcasing it to the international community through important events and competitions.

From that point on, the connection between time and travel was established. Many countries use clothing as a central element to attract tourists interested in their culture and traditions. So how are they doing it?

A magnet for tourists.

"Fashion capital" is a term we hear about many famous major cities in the West. Essentially, it's part of a regional branding strategy where a city is associated with trendiness, diversity, and innovation in fashion.

Mentioning Paris evokes a sense of French charm that is both classic and romantic, yet undeniably modern. Popular television series, such as Emily in Paris, have contributed to building the image of a diverse fashion kingdom with a unique allure through characters like Emily with her stylish and colorful outfits, Sylvia with her elegant and modern style, Antoine with his sophistication, or Gabriel with his youthful and basic look. It's no wonder that people flock to Paris, dressing in their finest clothes to stroll along its grand, brightly lit boulevards or take photos with the timeless icons of this "fashion city."

In Europe, almost every major city has areas dedicated to the most prestigious fashion brands, from Chanel, Dolce & Gabbana, and Ralph Lauren to familiar names like H&M, Mango, and Zara. These neighborhoods are usually located in the city center and are always bustling with people shopping, taking photos, and much more so than famous landmarks.

In addition, organizing a series of Fashion Weeks like New York Fashion Week, or vibrant festivals like Carnival in Venice (Italy), is also a way to attract tourists from all over the world to experience the culture and fashion of a locality. Recently, the Vietnam International Fashion Tour is also taking place in a number of major provinces and cities to bring the beauty of Vietnamese fashion and culture closer to domestic and international tourists, while promoting the tourist areas it passes through.

It's not just about shopping.

Contrary to popular belief, fashion tourism isn't just about shopping. One can fully experience the fashion of a culture through a variety of engaging activities.

Attending Fashion Weeks is a familiar way to get a comprehensive view of the fashion world. At famous shows held regularly in Paris, Milan, New York, and other cities, people not only get to admire trendy collections but also witness the "performance" of fashionistas on the red carpet and the artistic atmosphere outside the runway in these vibrant cities. Of course, to attend these events, you need an invitation or spend a considerable amount of money on tickets. Besides that, there are also plenty of public and free events that have become part of the local culture, such as the Rio Carnival in Brazil or Italy.

For those interested in learning about the history and evolution of fashion, museums are ideal places to visit during their travels. With exhibits and information systems organized by theme, you can explore and research clothing, materials, jewelry, prominent trends throughout history, and much more. Some notable museums dedicated to fashion include The Fashion and Textile Museum and The Fashion Space Gallery in London, and the Palais Galliera in Paris.

Ultimately, a fashion experience can simply involve immersing yourself in the lives of the local people, observing how each ethnic group dresses in their daily attire. Certainly, you will gain some insight into the fascinating aspects of their culture and customs. That's what makes these trips so appealing.

Ha Thu