Other than paying for it, figuring out what to pack is the one real challenge that comes with going on holiday. You can spend hours shoehorning half your wardrobe into your suitcase only to find absolutely nothing you want to wear on arrival. So how do you ensure that you're packing smart? And what types of 'fits would the location?
According to the global summer trends for 2025 by Virtuoso, a network of luxury travel agencies, Europe remains the top destination for summer holidays with the UK countryside seeing increased demand every year and the Athenian Riviera picking up as the place to be. “Cool-cations in Scandinavia like Iceland, Denmark, Finland, Iceland, Norway and Sweden, have thus far seen a 263 percent year-over-year increase for travel, while city breaks to Southeastern Europe like Slovenia (+473 percent), Croatia (+356 percent), Malta (+108 percent), Montenegro (+24 percent) are also rising in popularity.”
It's safe to say that travelling to Greece would require a very different wardrobe to, say, Finland, so we break down five different travel destinations in Europe and what to pack for each—as well as some top tips for efficient packing below.
YOUR STYLE GUIDE PER DESTINATION:
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Take it from someone who got married on the Amalfi Coast, this is the place to wear that wild print. Known for its enormous lemons (and the Delizia al Limone dessert, of course), as well as its dramatic cliffside towns in sunset hues, these romantic Italian villages encourage, nay, demand that you match their vibrant energy. Think postcard prints with lemons or cherries all over them and iconic Italian resortwear labels like Missoni and Pucci known for their splashy motifs. Just be sure to tone these down with retro, cat-eye sunnies or sleek sandals. These towns may be pretty but they will require a lot of hiking up and down stairs, so practical shoes and hemlines are still key. Now you're ready to indulge in the Italian spirit of dolce far niente.
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Beloved for their whitewashed walls and iconic blue domed roofs, the relaxed, minimalist vibe of the Greek Islands (and very chic restaurants) requires a more laidback wardrobe. That means easy, linen dresses you can layer over bikinis—you'll be popping in and out of the water all day whether that's the pool of your cave hotel in Santorini or the beach clubs of Mykonos—and a giant raffia totes to pop in all of your necessities. Oh, let's not forget some sculpted gold jewellery that can turn that cover-up into an outfit worthy of sunset cocktails overlooking the Aegean Sea.
The UK gets a bad rap during the cooler months of the year, but it makes up for the dreary days in spades come summer. People all over the world are flocking to the idyllic English countryside for some wholesome retreats involving farm-fresh food and long walks in bucolic fields. But being the UK, you still have to be prepared to dress for four seasons in a day. Thankfully, a cotton cheesecloth dress, raffia hat and some cowboy boots will have you covered. It wouldn't hurt to pack a thin trench or wax jacket for chillier evenings or a brisk morning walk. Layering is key, and a light cardigan would be a safe bet, but it could also serve as a cute way to accessorise a dress when tied around the waist when it comes in a bright hue like tomato red or cobalt blue.
With our weather patterns becoming more and more unpredictable in recent years, people have been flocking to Northern Europe for cool-cations to escape the growing number of heatwaves down south. Scandi countries like Denmark, Norway and Sweden offer plenty of gorgeous cities to visit as well as vast natural landscapes to explore. For what to wear, look no further than the Scandi girls who do it best. Besides being masters of practical dressing, often wearing matching separates or flip flops while circling the city by bike, the Scandi style set always use cool, quirky accessories to dress up their looks. Let's just say you wouldn't look out of place with some jelly sandals or retro, tinted sunnies. Relaxed yet full of personality is how you want to look while exploring these countries.
If you've been seeing a lot of your friends and influencers visit countries like Croatia, Slovenia or Montenegro last year, you're not alone. Holidays to southeastern medieval cities are on the rise with people craving a little bit of history to go with their summer adventure. These holidays require more walking than most so comfort and practicality are your top priority. Denim is your friend, and we're not talking just jeans. Denim jackets, shirts, and jumpsuits could be the no-fuss way to look put-together. A good pair of trainers is important but you could opt for fashion trainers that are comfy yet stylish. When it comes to jewellery, it may not be prudent to wear or carry around chunky pieces so minimalist earrings or necklaces will be your friends on these museum-heavy trips.
TIPS FOR PACKING LIKE A PRO:
It may well take the spontaneity out of things, but there's no point in packing your new favourite skirt if you don't have a top to go with it. Planning outfits also mean less time in your hotel room with a towel on your head, getting gradually more irate about what to wear, and more time at the bar. It'll also help you see that you probably don't need to pack a different pair of shoes for each day you're away. Or 3 pairs of pants per day. Why do we do that?
...and start it at least a week before take-off. This includes everything from toiletries to anti-mozzie plugs, phone chargers to headphones. Basically everything that's not clothing. Add things to the list as and when you use them during the day throughout the week prior. It's surprisingly easy to forget how important a hairbrush is when you're manic packing and the taxi is waiting outside.
When you see magazine features on 'how the fashion set pack', everything is neatly folded. This looks delish on a page, but in reality will take up more space and will ensure everything is packed full of creases. In reality, we roll. By tightly rolling everything from your dresses to your drawers, you'll not only create more space for yet more clothes, but you'll also be free to forgo the iron on landing.
A white shirt is the perfect example of a multi-wear item. Wear it undone as a beach cover-up during the day, or tucked into denim shorts in the evening. You can even layer it over a maxi dress if the evening breeze proves too much for a sole slip dress. We're not suggesting you do all three - 30°C + armpits rarely welcome a repeat wear - but it will give you more options when you're there.
A whole outfit in one item, dresses are dream suitcase material. You can throw them over your swimwear if a day at the beach turns into dinner on the pier. You can dress them up if you're going somewhere unexpectedly fancy. You can wear them on the return flight if your sunburnt stomach calls for as few waistbands as possible... in fact, we could do a whole hol in nothing but summer dresses.
