Holiday spots are no stranger to the fashion takeover. Ever since Coco Chanel opened a boutique in the seaside resort town of Deauville in 1919, high fashion and holiday mode have gone hand in hand. In recent years there has been a slew of poolside pop-ups, beach club takeovers , and summer boutiques for the jet set crowd, but nowhere has been more popular than Greece, with high-end heavyweights Chanel and Dior taking to the Greek islands , as well as insider favourite such as Nanushka and Cult Gaia.
This summer, Mykonos’s latest hot spot is the newly unveiled Tommy Hilfiger boutique, with a distinctive sailing-wear feel courtesy of the brand's signature laidback preppy aesthetic as well as Hilfiger’s own Greek island-hopping holidays. Taking inspiration from typical Mykonos architecture, the store is a pretty white and stone structure with red wooden shutters, found in the winding streets of the Old Town (the area has retained its rustic charm despite rubbing shoulders with fellow luxury openings from Louis Vuitton and Jimmy Choo). The shelves are lined with holiday hero gear: breezy linen shirts, elegant baseball caps, nautical swimwear, polo shirts and cotton dresses – more yacht club than beach bar – perfect for chartering a boat and soaking up the Mediterranean sunshine.
Here, Tommy Hilfiger shared his guide to the Greek isle, from the best tables to book at sundown to the secret beaches he frequents, plus his signature packing list. Mykonos is known for its fres.