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A passion for fashion encourages the global traveller, study reveals


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Fashion can play a big role in travel, from affecting our mood and confidence to transforming our style. Now, a study carried out by has revealed how inseparable travel and fashion really are, demonstrating how important it is for travellers to look stylish and fashionable while on holiday.

According to the study, 48% of 21,500 worldwide travellers interviewed admit that looking their best while on a holiday is a must. Interestingly, even though over half of global travellers pay attention to their looks every day, two out of five people do so even more so while on holiday.

Image credit: Godisable Jacob on Pexels

In fact, one in five travellers are so worried about their appearance that they would rather spend their money on new clothes than on activities during their trip.

The research also shows how our style choices affect how we feel while on holiday. Half of the UK travellers interviewed express that a great holiday wardrobe is the secret to boosting confidence during the trip, second only to being surrounded by friends and family.

Holidays are a time when we can break up with our routines and really immerse ourselves in a different culture and environment, enabling travellers to find new sources of inspiration for their style.

According to the study, aspects of travel that inspire people to change their style are the local culture (47%), what local people wear (43%), the colours they see (40%) and even the landscape (32%).

Top fashion designer Christian Cowan says that, inevitably, what we see around us during a holiday can really transform what we wear at home.

“We get used to dressing a certain way back home but when we travel, our minds expand and we become open to new possibilities with style, fabric and colour,” he says.

Moreover, the data uncovers that travellers are more prone to stray from their comfort zone by trying out new outfits that they would never wear at home, such as more daring or bright-coloured items.

“A vacation is a time to get experimental with your style, the environment often allows you to be bold and adventurous with prints, textures and accessories,” Crowan says.

“When it comes to vacation style I have one piece of advice: go big or go home!” conducted research among 21,500 respondents in 29 markets globally (Australia, Germany, France, Spain, Italy, Japan, China, Brazil, India, United States, United Kingdom, New Zealand, Thailand, Russia, Argentina, Belgium, Canada, Denmark, Hong Kong, Croatia, Indonesia, Taiwan, Mexico, Netherlands, Sweden, Singapore, Colombia, Israel, South Korea). The fieldwork was carried out from 18th June – 16th July 2018.

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