On The Table Read Magazine, “the best arts and entertainment magazine UK“, discover the 10 unexpected fashion tourism destinations stealing the global spotlight from Paris and Milan — from Dubai’s luxury runways to Lagos’ bold African prints — and plan your next style-inspired trip now!
Once dominated by Paris, Milan, New York, and London, the fashion map is rapidly expanding. According to new data from women’s fashion brand Kaiia, a wave of unexpected cities is reshaping global style — and they are quickly becoming must-visit fashion tourism destinations for enthusiasts who want to experience trends at their source.
Using a Fashion Influence Score (FIS) out of 100, the study ranked cities based on Instagram hashtags, media coverage, fashion weeks, events, jobs, schools, and textile industry impact. The result? A fresh top 10 that proves the future of fashion is multicultural, fast-paced, and far beyond the traditional Big Four.
Here are the 10 unexpected fashion tourism destinations you need on your radar — each with its own subheading and reasons why fashion lovers should book a ticket now.
Top 10 Best Unexpected Fashion Tourism Destinations
| City | Fashion Weeks (’25–’26) | Fashion Events | Instagram Hashtags | Fashion Jobs (LinkedIn) | Media Coverage | Fashion Schools | FIS |
| Dubai, UAE | 0 | 84 | 7.5M | 31 | 97K | 0 | 90 |
| Sydney, Australia | 0 | 420 | 905K | 46 | 105K | 0 | 86 |
| Mumbai, India | 0 | 18 | 2.3M | 59 | 119K | 2 | 83 |
| Lagos, Nigeria | 3 | 8 | 4.9M | 18 | 24K | 0 | 81 |
| Delhi, India | 1 | 11 | 2.0M | 25 | 135K | 2 | 78 |
| Amsterdam, Netherlands | 0 | 336 | 101K | 31 | 29K | 16 | 76 |
| Melbourne, Australia | 0 | 525 | 1.3M | 18 | 58K | 0 | 73 |
| Shanghai, China | 2 | 7 | 112K | 21 | 69K | 1 | 70 |
| Tokyo, Japan | 0 | 13 | 861K | 27 | 102K | 0 | 66 |
| Seoul, South Korea | 1 | 4 | 819K | 27 | 40K | 0 | 63 |
These cities are not just influencing trends—they’re prime destinations for fashion tourism. Fashion enthusiasts can immerse themselves in events, shopping, and cultural experiences that highlight emerging styles. Below, we explore each under its own subheading, detailing what draws style-savvy travelers.
Dubai, UAE
Topping the list with an FIS of 90, Dubai stands out for its explosive media coverage (97,000 stories) and social media buzz, with 7.5 million Instagram hashtags capturing its trends. Though it hosts zero official fashion weeks in 2025-2026, the city pulses with 84 annual events, making it a hotspot for luxury and innovation.
For fashion tourists, Dubai offers unparalleled shopping and experiential glamour. The Dubai Shopping Festival from December 5, 2025, to January 11, 2026, features mega sales, concerts, raffles, and fireworks across malls like the Dubai Mall. Dubai Fashion Week’s Spring/Summer 2026 edition runs September 1-6, 2025, at Dubai Design District, blending homegrown and international designers. The city’s luxury clothing scene is booming, driven by high consumer spending projected to exceed $7 billion by year’s end, with trends emphasizing bold colors, sustainability, and cultural fusion. Visitors can explore souks for gold-embellished abayas or high-end boutiques in areas like Jumeirah, where Middle Eastern influences meet global couture. With 31 fashion jobs listed, it’s a place to network with rising designers amid skyscrapers and desert chic.
Sydney, Australia
Sydney secures second place with an FIS of 86, thanks to its packed calendar of 420 annual events—far surpassing traditional hubs—and 105,000 media mentions. The city also boasts 905,000 Instagram hashtags and 46 fashion-related jobs, signaling a dynamic industry.
Fashion tourism here revolves around high-energy events and coastal style. AFC Australian Fashion Week 2025, from May 12-16 at Carriageworks, positions Sydney as a leader in creativity and innovation, featuring runways, trade shows, and First Nations heritage showcases. Street style trends include cropped jackets, capri pants, and modern accessories, often spotted around the Museum of Contemporary Art. The Big Design Market in September 2025 at Carriageworks offers over 280 independent designers for unique finds. Vogue Forces of Fashion at the Sydney Opera House brings global influencers for talks and exhibits. Enthusiasts can shop in Paddington for Aussie labels or join the Global Sourcing Expo in June 2025 for sourcing insights. Sydney’s blend of beachy bohemia and urban edge makes it ideal for spotting trends in real time.
Mumbai, India
With an FIS of 83, Mumbai ranks third, driven by 119,000 media articles, 2.3 million Instagram hashtags, 59 fashion jobs, and two design schools nurturing talent.
This bustling metropolis is a fashion tourist’s dream for its vibrant markets and high-profile showcases. Forces of Fashion 2025 unites over 35 top designers like Manish Malhotra and Rahul Mishra for a five-day exhibition blending art and couture. In August 2025, COS presented its Spring/Summer and Autumn/Winter collections, highlighting balanced, timeless designs. Bombay Times Fashion Week in October 2025 at Grand Hyatt Mumbai features emerging and established talent. Shopping tours explore local markets for sarees, jewelry, and streetwear, with personalized styling sessions. Global India Couture Week in September 2025 showcases luxury fashion. Mumbai’s 18 annual events and textile heritage make it perfect for immersing in Bollywood-inspired glamour and sustainable Indian weaves.
Lagos, Nigeria
Lagos claims fourth spot with an FIS of 81, highlighted by three fashion weeks in 2025-2026—the most in the study—4.9 million Instagram hashtags, and a thriving social media scene.
As Africa’s fashion epicenter, Lagos draws tourists for its bold, culturally rich events. Lagos Fashion Week from October 29 to November 2, 2025, emphasizes sustainability and job creation, featuring Yoruba rhythms and innovative designs at the Federal Palace Hotel. The event, now 15 years strong, shapes African fashion with a focus on cultural preservation. Fashion Business Series on October 29, 2025, offers networking. Visitors can explore markets for ankara prints and attend shows by award-winning designers like Orange Culture. With 24,000 media mentions, Lagos is ideal for experiencing vibrant street style and the continent’s creative revolution.
Delhi, India
Delhi follows with an FIS of 78, boasting the highest media coverage at 135,000 pieces, 2 million Instagram hashtags, one fashion week, 11 events, and two schools.
Fashion tourism in Delhi thrives on heritage and contemporary blends. Lakme Fashion Week’s Delhi edition from October 8-12, 2025, celebrates its 25th anniversary with runways and exhibitions. Delhi Fashion Week in November 2025 at YMCA focuses on sustainable handlooms and “Naari Shakti” themes. Bharat Tex in February 2025 at Pragati Maidan includes the India International Garment Fair for global sourcing. Shopping tours hit markets like Chandni Chowk for lehengas and jewelry, with insider access to boutiques. Delhi’s events and schools make it a hub for learning about intricate embroidery and fusion wear.
Amsterdam, Netherlands
Amsterdam’s FIS of 76 stems from 16 fashion schools—the most listed—336 events, 31 jobs, and 29,000 media spots, fostering European talent.
The city’s fashion tourism emphasizes vintage and innovation. Guided vintage shopping tours explore eclectic boutiques with local experts. Amsterdam Fashion Week in September 2025 collaborates with Copenhagen, showcasing experimental designs. Lichting Award highlights graduate collections. Areas like De Pijp offer wine bars, galleries, and shops for sustainable Dutch minimalism. With 101,000 hashtags, it’s great for street-style hunting and pushing creative boundaries.
Melbourne, Australia
Melbourne earns an FIS of 73 with 525 events—the highest overall—1.3 million Instagram hashtags, and 58,000 media mentions.
Known for gritty, artistic vibes, Melbourne’s fashion tourism peaks with Melbourne Fashion Week from October 20-26, 2025, featuring 300 designers and free events. The Melbourne Fashion Festival in February-March 2025 celebrates 30 years with runways and street style blending tailoring and grunge. Fashion for All workshop lets visitors style with migrant designers’ pieces. The Big Design Market in November 2025 showcases independent labels. Shop laneways for Aussie brands amid a blockbuster calendar including NGV exhibitions.
Shanghai, China
Shanghai’s FIS of 70 includes two fashion weeks, 69,000 media stories, and a school fueling talent.
Fashion tourists flock for international flair. Shanghai Fashion Week Autumn/Winter 2025 in March attracts global brands amid economic buzz. CHIC in September 2025 spans 15,000 sqm with 800 exhibitors on innovations. Art Hearts Fashion edition in November 2025 mixes art and culture. Dining and shopping guides highlight spots like Xintiandi for trends in streetwear and luxury. With 112,000 hashtags, it’s a gateway to China’s consumer-driven scene.
Tokyo, Japan
Tokyo scores an FIS of 66, with 102,000 media articles, 861,000 Instagram hashtags, and textiles comprising over 40% of manufacturing.
This fashion mecca offers endless tourism via districts like Harajuku for kawaii and Ginza for luxury. Rakuten Fashion Week Fall/Winter 2025 in March features street style with graphic tees and denim. Shopping guides cover Aoyama boutiques and new retail like Etro’s flagship. Custom tours in Shinjuku hit hidden gems. Tokyo’s 13 events make it essential for avant-garde and subculture vibes.
Seoul, South Korea
Rounding out the top 10 with an FIS of 63, Seoul features one fashion week, 819,000 Instagram hashtags, and 40,000 media mentions.
K-fashion tourism shines through events like Seoul Fashion Festa September 19-21, 2025, at Dongdaemun Design Plaza. Seoul Fashion Week Fall/Winter 2025 in February previews trends. Shopping in Myeongdong for brands like Adekuver and street style with trench coats and midi skirts. LOCAL POWER 2025 in September-October fuses Hong Kong and Seoul styles with AI art. Seoul’s hyper-sensory scene is perfect for idol-inspired looks and innovative retail.
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