Europeans dress up more than Americans, especially for meals and special occasions. With that being said, don’t show up at dinner wearing sweatpants, shorts, or a T-shirt, and especially not pajama bottoms. They are NOT fashionable in Europe.
Another tip: Don’t wear workout clothes! People will most likely stare at you, unless you are actually working out, of course.
When you put your packing list together for what to wear in Europe, try picking up some clothing items at the following stores for fashionable European wear:
H&M — A Swedish clothing company that is popular all over Europe and in the US. Reputation for fashion without high price tags.
Urban Outfitters – Urban Outfitters has spread across Europe and can be found in a few countries.
Zara — Located the world over but with a heavy presence in Europe. A Spanish retail store that sells fashionable clothes and some beautiful travel dresses.
Ellos – Founded in 1947, they are Sweden’s leading online department store, with collections that reflect Swedish lifestyle & design aesthetic in sizes 10+. (My favorite)
2. Go Neutral
Ditch the camouflage, loud colors, and dizzy patterns for timeless pieces, wardrobe staples and conservative colors like black, navy, blue, beige, tan, and gray. Make sure your clothes fit well and not be loose or baggy, but also not too tight. Wear things you feel comfortable in. Jeans, especially skinny jeans, are worn by many Europeans, but they don’t make for great travel pants, as they take very long to dry.
Build a European Fashion capsule wardrobe for your trip with pieces that you can layer and mix and match and wear with each other.
Wear colors that locals wear. Especially in the colder months, many Europeans wear black or muted colors, paired with one colorful accessory. For example, brightly-colored and loud Hawaiian shirts should only be worn while in the islands, and not while in Europe.
3. Bring comfortable walking shoes
Generally speaking, the only people who wear white running shoes are Americans in sneakers. Leave them behind. Best to don comfortable walking shoes for cobblestones and city environments, as Europeans love to walk. No cheap flip-flops or running shoes either. European women wear heels a lot, but they are used to walking on cobblestoned streets, so we recommend leaving them at home or only bringing them for special occasions where you know you won’t walk too far.
Keens, Clarks, and Naturalizer make very comfortable walking shoes that will let you put some miles on your feet without a problem. In the colder months, boots are very fashionable and common. Wear them on the plane to cut extra cost for overweight luggage.
4. Do Europeans Wear Shorts?
Unfortunately, there is no clear cut answer. It depends. European fashion is usually a bit more conservative, but Europeans actually are wearing shorts – when they are on vacation or doing outdoorsy activities. Strolling through the city or in a museum? Not so much.
Though you may increasingly find shorts in southern Europe and on younger people, generally speaking, it’s best to wear long/capri pants or skirts and say “no” to shorts. Especially American style khaki cargo shorts which are viewed as a trademark American tourist. If you must wear them, save them for beaches and hikes.
Also keep in mind that in many countries (mainly Spain, Italy, Portugal, and some parts of Eastern Europe etc.) you will have to cover up when you visit churches or religious places of worship. Usually, the rule is covered below the knee and no tank tops. This rule includes men, women, and children. We recommend carrying a large scarf to cover up. See more info below.
5. Leave the baseball cap behind
Baseball caps are considered American and will have you stick out in a crowd. The same is true with sun visors – avoid wearing them, except for outdoor activities or on the beach. Those are simply not part of the average European dress code and will make you stand out as a tourist.
6. Accessorize with scarves
For the ultimate European fashion touch, wear a scarf. That holds true for both men and women. Also, women may want to carry a headscarf for religious visits. This scarf might be a good investment: It has a secret pocket that can hide your passport, money or cell phone and perfect for travelers in Europe.
7. Leave the bling behind
Don’t advertise yourself as a mark by wearing expensive jewels and bling. Instead, travel with costume jewelry – anything you don’t mind losing.
8. Avoid U.S. logos and go slogan-free
Best to avoid advertising you are American by wearing or carrying American logos such as Coach handbags, Nike, Abercrombie, or American football jerseys. Try to go slogan-free to add mystery to where you’re from.
9. Bring a smaller backpack to wear in front
The large backpacks that many Americans wear on their backs are easy targets for thieves. Consider using a smaller pack you can don in front, especially when taking public transportation and when in crowds or at popular tourist spots.
Also, a good idea is to get one of the PacSafe backpacks that have multiple anti-theft mechanisms to keep your belonging safe. Another option is this over-the-shoulder travel purse by Travelon that boasts stainless steel wire mesh to prevent slash-and-grab thefts.
10. Be religiously respectable
Avoid sleeveless shirts, shorts and plunging necklines for the ladies. Dress conservatively in any country with fundamental religious views.
I was once on a photo tour in Chiapas, Mexico, where one of the women wearing a low-cut tank top, was revealing way too much cleavage. It was distasteful and tacky, especially since she was in her 50’s. She was surprised when she got dirty looks from the locals when walking through town squares and churches, areas predominantly conservative and very Catholic.
On another trip to the Blue Mosque in Turkey, one of our female members was told her pants were too tight (she was wearing black leggings under a tunic-type travel dress). She was issued a long skirt to wear over them before she could enter the Mosque.
Just be mindful of what the locals are wearing and have a plan b: Pack a scarf or cardigan to cover up if necessary. And maybe this book can help you with some more European style advice and tips on what to wear in Europe.