American citizens are deprived of beauty and relaxation. The grey, lifeless corporate buildings, un-walkable cities, and empty streets found across the States drain the life force of countless residents. It makes complete sense why our summer vacation is something a lot of us look forward to – it's an escape from the mundane, the stress of the dreaded 9 to 5.
For many people, that escape involves trips to popular destinations and excursions. According to travel insurance company Allianz Partners, the number of Americans traveling to Europe this summer is expected to soar by 55% compared to 2022 – 600% higher than in 2021. London, Paris, and Dublin made the top three travel destinations, with Rome, Reykjavik, Amsterdam, and Lisbon making the top 10.
The anticipation of numerous TikTokers – namely young women – before embarking on their European adventure is expressed in countless videos. Depending on who you watch, influencers will showcase their curated "European summer outfit" comprised of floral or white dresses, maxi skirts, sandals, billowy pants, nautical two-piece outfits, and other chic options. Think Sofia Richie or Paola Cossentino, two influencers known for their posh style and "old money" aesthetics.
Thousands of women are flaunting their wardrobes for a number of reasons. For one, they've romanticized everything about their upcoming trip (who doesn't). They have a picture-perfect vision of themselves basking in their dreamy surroundings, slowly sipping on a cappuccino at an outdoor cafe in their newest clothes. Secondly, this lifestyle – dressing nicely, the outdoor seating, and the lively atmosphere – is the norm for many Europeans. In America, we're used to sweatpants. We love athleisure. We look forward to wearing our Lululemon leggings and baggy t-shirts, which feel comfortable and amazing, and no one cares what we look like. We're not saying that Europeans are judgmental or anything; it's just that they tend to focus more on their public appearance. So if you go out in pajama pants and slippers (the normal attire for a Starbucks run in the U.S.) in Milan, you’d catch some side-eyes.
"Honestly, I will say Americans really don’t know how to dress for walking around all day because only people in really big cities do that," Croatian native Lea Maric tells Evie. "And even then, it’s just a different vibe, so I can understand the appeal. I think young people just love fashion, and this is standard influencer stuff, to be honest."
Hence, there's this natural excitement for Americans going to a place where the norm is for everyone to look fashionable. There's no worry of being "overdressed," which is a concern when you live in U.S. cities that aren't LA, New York, or Miami.
The trend of showing off outfits for a romantic European summer escapade has undoubtedly taken over the platform, reaching viewers who live on the continent themselves.
Europeans React to the Trend
Europeans are confused. They see videos titled "European summer outfit," and they're trying to figure out the destination American TikTokers are referencing. It's hilarious because, in hindsight, these videos make it sound like Europe is a country rather than a continent. “Every European watching all these people post their 'European summer wardrobe' like WHERE ??!?" asks @lulushinskaya. "Are you talking about Latvia, Netherlands, Greece...?!?" This doesn’t really matter, though, because the trend is still charming – too many people are debby-downers these days, so it’s nice to see young people express their excitement for something they care about.
It's not like thousands of Euro TikTokers are commenting on the trend – but some have defended it against the few non-U.S. critics. “One thing I don’t really understand is why Europeans are surprised about the concept of ‘European summer,’” says a French commentator named Cece, again adding that viewers outside America are confused about where exactly these influencers are going.
“They might go to the south of France and then go to Italy and then go to Switzerland,” she explains, “And I think we should just be happy for them. Like, they’re happy, they’re excited. They’re preparing for their little trip. They’re looking at how they’re gonna dress, and I don’t see what’s wrong about it.”
Still, there were a few Europeans who appeared to scrutinize the craze. One of them wrote, "us, as people actually living in 'Europe', watching your European Summer Wardrobe content,” on a video that shows women staring at the camera in a seemingly judgmental manner. “First of all WHERE in Europe & second, come on bestie don’t contribute to the landfill we all wear the clothes in our closet tf,” they added in the caption. Their TikTok went viral and garnered over 270,000 likes, but they’ve turned the comments off after facing backlash.
This trend has prompted a surge in Google searches like, "things American women wear but Europeans don't," and similar articles on how to dress feminine. Many of us want to learn the fashion choices that reflect the American culture of “being comfortable” while exploring the allure of European women’s style. As this trend gains momentum, women confidently embrace their femininity by choosing pretty and elegant clothing for a sun-kissed getaway in a charming city.
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