Clothes You Shouldn't Wear as a Tourist in Europe: The Unspoken Rules of Travel Fashion

Co-authored by Shannon McEvoy, CTA

Last Updated: July 4, 2025 Fact Checked

Europe is a diverse and densely packed place, so the fashion you see out your window can change even over the course of a day's drive. But even if Dublin doesn't wear the same clothes as Zagreb, there are definite trends that set Europe apart from other continents. There's nothing wrong with being or looking like a tourist, but it's undeniable that blending in, or at least making an effort, can get you a friendlier reception.^{[1]
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Archana Ramamoorthy, MS
Experienced Solo Traveler

Expert Interview} Good luck to you as you try to fit everything into that suitcase, and enjoy your time abroad!

Fashion Don'ts for Visiting Europe

Certified travel advisor Shannon McEvoy says to avoid clothes with prominent brand logos, especially for American bands like Nike or Abercrombie. Instead, stick to solid, neutral colors. If you're planning to visit a place of worship, dress modestly. Steer clear of touristy attire like cargo shorts and fanny packs.

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Cargo clothing

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Cargo pants, cargo shorts, travel vests... if the goal of your outfit is storage space, you're going to stick out. Similarly, safari clothes and hiking clothes are great for the grand outdoors, but not so much for the center of Vienna.

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Fanny packs

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These are instant tourist markers. If you need to secure your documents and cash, hide it under your clothing in a money belt or a subtle neck pouch instead. If you have a lot to carry, an over-the-shoulder bag stands out a bit less than a backpack.^{[2]
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- Pickpocketing is mostly a risk in the biggest, most tourist-filled cities, so those are where a subtle storage option is most important. If you're in a low-crime area, wearing a backpack might make you blend in a bit less, but it's not disrespectful or risky.

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Shorts (indoors)

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Wear shorts only in informal outdoor settings. The etiquette around shorts varies a lot from place to place, but they are increasingly normal summertime wear for an outdoor stroll, especially in southern Europe. That said, you'll look out of place if you wear them to a museum or as a guest in someone's home, and may not be allowed into a nice restaurant.
- Many places of worship won't let you in if your clothing doesn't cover your knees, shoulders, and most of your chest. Definitely plan around this if you want to see the many impressive Catholic, Orthodox, and Muslim holy sites (mostly in southern and Eastern Europe).

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Workout clothes

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Europeans almost never wear sweatpants or yoga pants out on the street, and even white athletic socks aren't too common. A sweatshirt or hoodie isn't a complete "no," depending on the city and your age, but aim for "smart casual" instead if you want to look closer to the average pedestrian.^{[3]
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Athletic clothing

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Sports jerseys and athletic shorts are only worn in some regions. In northern Europe especially, people don't often wear clothes you could play sports in while they're off the field. In some southern countries like Spain, athletic clothing is a lot more common, but it does tend to be on the nice side—not the same scuffed items you actually wear to games.^{[4]
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- Tracksuits have a unique history in Eastern Europe and the UK. You might see them on the street, but wearing one yourself sends out some fairly complicated class and subculture signals!^{[5]
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Baggy clothing

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Plenty of Europeans wear a T-shirt and jeans, but compared to the USA, these clothes tend to be a much snugger fit (for all genders). If you want a simple outfit that still fits Europe's "smart casual" style, think slim or skinny jeans (often dark-colored or grey and undistressed), and a T-shirt that fits your frame.^{[6]
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Flip-flops

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Flip-flops and cheap sandals are only for the beach in most of Europe. Beyond this, though, Europe has become more relaxed about casual footwear. Feel free to pack a comfortable pair of tennis shoes, as long as they aren't too shabby.^{[7]
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Research source} There is a stereotype that sneakers (especially white ones) are "American" and "touristy," but that's getting more outdated every year.
- Don't go too far in the other direction and only pack high heels! Getting around European cities can mean a lot of walking over cobblestones, so comfortable, broken-in shoes are important.^{[8]
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Extra-loud colors and patterns

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Neutral styles are popular, but there is variation.^{[9]
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Expert Source

Archana Ramamoorthy, MS
Experienced Solo Traveler

Expert Interview} Europe is more muted in its clothing choices than, say, Latin America, but what exactly that means can vary a ton by country and season. In general, if you're used to wearing outfits with bright colors and bold patterns, consider paring it down a bit—unless you want to have fun startling the Swedes!
- In general, northern countries and colder seasons lead to duller outfits. A Scandinavian crowd in winter can look nearly monochrome.
- Southern regions and summer weather means brighter clothes. A Spanish summer might feature warm but muted colors, stripes, and simple patterns.^{[10]
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Sports logos

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There are a few famous teams (like the Yankees) that have made it abroad as a generic symbol of US coolness—not a sign of any personal connection.^{[11]
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Research source} But for the most part, sports logos from your home country will just mark you as a tourist. (If you're a genuine fan of a European team or player, then repping them could earn you some friends—or rivals!)

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Designer logos

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A big Old Navy or Abercrombie logo across your chest is a pretty clear sign that you didn't buy your clothes from the shop around the corner. It's better to go with unbranded clothes, although a small logo or brand symbol isn't a big deal.

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Patriotic symbols

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Announcing that you're from abroad may not make a good first impression, especially in places where locals can be tired of tourists. Even local flags and symbols could be a bad idea depending on regional politics, or just local custom. For example, wearing a German flag in Germany could be seen as a bit weird.^{[12]
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Tips

Pack light by layering instead of bringing a lot of separate outfits. Carry-on only puts you at a huge advantage: you look less touristy, traveling to hotels is less exhausting, and you avoid the often exorbitant fees for checked baggage on flights within Europe.^{[13]
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If you expect to spend time in "semi-formal" settings, such as decent restaurants or a dinner party with a middle-aged or older crowd, make sure to pack something on the classy side, like a button-up shirt, blouse, or modest dress.

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Warnings

Rules about swimwear can vary even from beach to beach, so look up local rules. In some places it's important to change back to streetwear before leaving: for instance, the rules on a French beach might be lax, but you could get fined if you wear a bathing suit back to the parking lot.^{[14]
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Many places in Europe have recently passed laws against traditional Muslim clothing, and/or seen a rise in violence against people of Muslim and Jewish faith. Look into the local situation if you plan on wearing religious symbols or religious clothing, especially face coverings.^{[15]
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Pew Research Center
Nonpartisan thinktank conducting research and providing information on public opinion, demographic trends, and social trends

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