Euro Summer: The Trends Defining the Season

Anyone following social media and paying attention to what style-conscious holidaymakers from around the world are packing for their European summer will quickly spot one recurring trend: Missoni.

The Italian brand’s iconic zigzag patterns are among the most recognisable in fashion and remain one of the most frequently seen designs in beach clubs across the Mediterranean. Few brands capture the essence of the Euro Summer quite like Missoni.

Vibrant colour combinations, intricate knit textures and a touch of retro glamour give the designs an effortless sense of ease. They evoke sun-drenched days on the Riviera, long lunches by the sea and the carefree elegance of an Italian summer. Perhaps that is exactly where their appeal lies: they offer a moment of summer carefree-ness and allow the often all-too-grey everyday routine to drift into the distance.

No summer is complete without flip-flops. The minimalist sandals are among the defining footwear trends of Summer 2026. Long gone are the days when they were reserved solely for the beach – today, they are styled with linen trousers, maxi dresses and effortless city looks. In recent seasons, flip-flops have also appeared on heels, proving they are far more than a classic seaside essential. Their appeal lies in their versatility: few shoes combine comfort, understated summer style and modern minimalism quite so effortlessly.