The World’s Most Fashionable Cities

Fashion is deeply ingrained in most societies across the globe and it goes beyond the clothes we wear; it’s embodying individuality and self-expression. Social media also means that the fashion world is more interconnected than ever before, allowing trends to cross borders and fostering dialogue around key events such as Fashion Weeks and The Met Gala. 

While fashion is everywhere, certain cities do stand at the forefront, shaping and defining these trends. From the timeless elegance of Paris and Milan to the avant-garde street styles of Tokyo, these cities play a pivotal role in shaping the fashion world as we know it.

To find out which are the most fashionable cities across the US, UK, and Canada, we analyzed the average cost of clothing items, the number of shopping locations, fashion university courses and fashion events, as well as each city’s fashion popularity across search and Instagram. For the US and Canada, we also revealed the number of boutiques (independent stores). Additionally, for those with an entrepreneurial spirit, we explore the best cities globally for fashion start-ups.

The most fashionable cities in the US and Canada

New York

New York, one of the world’s four fashion capitals, is the epicenter for US fashion. It is therefore no surprise that New York takes the top spot as the most fashionable city in the US and Canada. With an impressive 1,590 shopping locations, New York offers unparalleled access to the latest trends, boasting over three times as many shopping spots as any other city we analyzed. For those wanting to study fashion, New York is also the perfect place for fashion education, with 65 Bachelor degrees on offer, the highest overall. 

Source: Unsplash 

We also found that the city’s fashion scene is incredibly popular, with an average of 27,600 monthly searches and over a million posts using #newyorkfashion on Instagram. However, this popularity comes at a price; New York is one of the most expensive cities for fashion, with a summer dress costing on average $47.04 and jeans priced at $68.95.

Chicago

Chicago is the second most fashionable city in the US. While it has fewer shopping locations than New York, Chicago is great for those wanting to immerse themselves in fashion and head to an event, as over the next 3 months there are over 1,255 events taking place in the city. Chicago also offers a great number (23) of independent boutiques, ideal for those seeking those unique fashion pieces. 

Source: Unsplash

Toronto

Coming in third is Toronto, ranking as the most fashionable city in Canada and third in North America. The city’s fashion scene is a vibrant reflection of the city's multiculturalism. What sets Toronto apart as one of the most fashionable cities is the dynamic conversation around its fashion, demonstrated by the 1,550,441 hashtag posts on Instagram. 

The average prices are more affordable in Toronto compared to New York and Chicago, with a summer dress costing on average $35.68 and jeans costing $58.36. This makes Toronto an appealing destination for fashion enthusiasts looking to find items at a lower price.

The most fashionable cities in the UK outside of London

London

London is another of the world’s four fashion capitals, famously hosting its bi-annual Fashion Week shows and the perfect city for those looking to study fashion, as London offers 229 bachelor courses. However, the UK’s fashion scene spans far beyond England’s capital city.

Birmingham

Located a few hours North of the fashion capital, Birmingham takes the crown of the most fashionable UK city outside of London. Although it has a much smaller fashion scene than the capital city, Birmingham does host several of its own fashion shows throughout the year, and provides over a hundred shopping locations for its visitors. Despite being the best fashion hotspots, Birmingham does offer some of the lowest prices at just £25.71 on average for a summer dress, and £57.35 for jeans.

Bristol

Bristol's fashion scene is one of the most popular of those analyzed, with an average of 5,340 searches per month, and 39,439 hashtag posts on Instagram. The city is most known for its leadership in sustainable fashion, named as one of the best cities for sustainable shopping.; this theme is prevalent across the conversations on social media.

How fashion can be used as a form of self-expression

Using fashion as a visual medium of self-expression, individuals can make statements about their personalities, culture, and even their stance on societal issues. 

Agnese Bite, Head of Design from Printful says “In a world where fashion trends seem to change with the seasons, it can be tempting to follow the latest styles in an attempt to stay relevant. You should never feel constrained by trends when it comes to choosing your style, you should instead focus on how your clothes can best represent you as a person. Whether this is drawing on creative inspiration from fashion hubs across the globe or making your own clothes to ensure uniqueness.

Another way to ensure your style is a true representation of yourself is by making your own clothes. This allows you to have complete control over the fabrics, colors, and designs you choose, resulting in a wardrobe that is entirely unique.”

The best cities in the world for fashion start-ups

Now that we know which cities are the most fashionable, we also wanted to explore the best cities globally for fashion start-ups. By analyzing business tax rates, average salaries for fashion designers and merchandisers, and GDP per 100 people, we found that the top ten locations to start a fashion business are in the UK and US, with the top 3 all being based in North America.

New York

Taking the crown once again is New York, not only as a fashion capital but also the best place for fashion start-ups. The city’s robust economy, with a high GDP (Gross Domestic Product) of 9.87 per 100 people, makes it an ideal location for startups by providing ample opportunities and financial resources crucial for growth. This economic strength attracts a more affluent customer base, more likely to embrace fashion innovations. 

High average salaries for fashion designers and merchandisers further reinforce New York as a hotspot for fashion start-ups. Fashion merchandisers can expect to earn an average of $83,701 a year, making it an attractive location for industry professionals.

Chicago

Chicago ranks second in the best places to start a fashion business. The city stands out particularly for fashion designers, offering the highest average salary of $94,099.00 across all cities analyzed. The city’s diverse range of shopping locations, from upscale boutiques to eclectic shops, ensures that emerging business owners can find their niche.

Los Angeles 

Coming in third place is Los Angeles, California. The city has one of the highest GDP’s in the index (8.53 per 100,000 people), showing strong output and growth rate. Additionally, those wanting to work in fashion Merchandising can earn on average $69,544 a year, the second highest in the index overall. 

Source: Unsplash

How to start your own business

If you are thinking of starting your own business, particularly your own clothing brand, there are several factors that you may want to consider to set you up for success.

Find your niche

Our research highlights the vast number of shopping locations in major cities worldwide, indicating a high amount of competition. Finding your niche - something that sets you apart - is important in making your business unique and attracting the right customers.

Select the right supplier

Partnering with a reliable supplier that provides on-demand printing is crucial to ensure your products are high-quality and delivered in a timely manner. Thoroughly research all potential suppliers' reputations and product offerings, to make sure they align well with your business needs.

Focus on Marketing

Understanding your target market is key to selecting the right marketing channels. For smaller businesses, social media is a great way to create organic content and interact with your customers online. A well-planned marketing strategy should ultimately drive increased traffic to your business.

Keep up to date with trends

Staying informed about trends is vital in the fashion industry. While it is not necessary to follow every trend - especially if you aim to avoid fast fashion - knowing what people like and what your competitors are doing is important for remaining competitive.

Methodology and Sources

Sources and methodology:

To find out which city is the most fashionable, Printful analyzed: 

• Number of shopping locations - Top Rated and Tripadvisor

• Number of boutiques - Top Rated

• Average cost of a summer dress - Numbeo

• Average cost of a pair of jeans - Numbeo 

• Average monthly search volume - Google Keyword Planner

• Number of posts for instagram hashtag - Instagram

• Number of fashion events - 10Times

• Number of fashion degrees - BachelorsPortal

To find out which city is the best for a fashion start-up, Printful analyzed:

• Business tax rates - taxfoundation.org

• Average salary of a fashion designer - Indeed

• Average salary of a fashion merchandiser - Indeed

• GDP per capita - Wikipedia

Using all metrics, the cities were then ranked from highest to lowest, to reveal the most fashionable cities in the UK and US and Canada, as well as the best cities for a fashion startup.