Swiss Fashion: History, Current Trends & More - SwitzerLanding (2024)

Switzerland might not be synonymous with fashion, but that doesn’t mean you won’t encounter tonnes of fashionably dressed locals, especially in the bigger cities. You’ll spot countless must-have pieces on the hands of Swiss women, and notice that the men have perfected the smart casual style.

What most people wear in Switzerland when it’s appropriate to wear jeans, and how to spot those doning the traditional Swiss dress are just some of the things covered in this detailed guide to Swiss fashion. Keep reading to learn more about fashion trends in Switzerland, and figure out how to dress so you don’t stand out too much on the streets!

Swiss Fashion History

The fashion history of Switzerland is heavily influenced by the traditional dresses of Germany, Italy, and France. Think lederhosen for the men, but puffy sleeves, and often bold colors of red and blue for the women.

While the other countries have had a significant impact on the history of fashion in Switzerland, the individual cantons and their own traditions have had an even larger impact. The Appenzeller traditional dress is particularly prominent in Switzerland, mostly because many locals still don it for festivals and special occasions in the region.

The Swiss men love black, even for their most traditional outfits. The majority of traditional men’s dress in Switzerland entails black pants combined with either a white or black shirt, and then a vest that’s black, white, and sometimes red.

Women, on the other hand, frequently wear dresses or a blouse and skirt combination. Whether it’s a dress or a shirt, it is often white in color, with short, puffy sleeves. The skirt part is frequently plaid, often green, blue, or red. Many traditional women’s outfits also include an apron.

It’s worth noting that the colors that are dominant in the outfit often depend on the canton and region. Also, traditional men’s outfits generally use darker colors, whereas women’s outfits often included brighter and bolder colors.

Fashion Style in Switzerland

Switzerland is hardly home to a prestigious fashion capital, but that doesn’t mean you won’t see locals walking around in trendy outfits. The locals in Switzerland often dress in clean, trendy clothes, and you’ll want to put some thought into what you’re wearing if you don’t want to stand out.

Although people generally dress casually, that doesn’t mean that they’re walking around in tracksuits. A casual outfit in Switzerland would be something fashionable like dark jeans and a black t-shirt, paired with a black blazer for a more “smart casual” take.

Many locals wear natural fabrics, especially in the summer. In the winter, the Swiss prefer to wear layers to handle the cold that gets pretty bad in the winter months. Sweatshirts and sweaters over t-shirts, thick jackets, hats, and scarves are all worn by the Swiss in the winter, whether you’re in the villages or the big cities.

Environmentally friendly fabrics like organic cotton are rising in popularity, as a result of people adopting more sustainable lifestyles. During the warmer months, you will notice that the locals are wearing lighter fabrics, but lighter in weight and not in color. Darker colors are very popular in Switzerland, and many prefer to wear them over light colors even in the warmer months.

The absence of accessories can be observed in Switzerland, so you might want to go light on jewelry and other accessories when planning your outfits for Switzerland.

Popular Swiss Fashion Designers

Albert Kriemler is one of the most renowned Swiss fashion designers. He is the creative director of the Akris brand, a Switzerland-based fashion house that specializes in luxury clothing and accessories for women.

Fiona Swarovski is a Basel-born fashion designer, with her own fashion studio (Fiona Winter Studio (FWS)) in Milan. She is descent from Daniel Swarovski on her mother’s side, the founder of THE Swarovski Group.

Consuelo Castiglioni is the founder of one of the most famous luxury brands in the world, Marni. She is part Chilean, but she was born in Lugano, Switzerland.

Keren Craig is another Swiss-born designer that co-founded one of the most famous luxury fashion brands out there, Marchesa. She was born in Lucerne, and together with Georgina Chapman launched the famous fashion brand in 2004.

Nina Yuun is a young fashion designer based in Bern, Switzerland. She was born in New Jersey, raised in Seoul, and decided to continue her creative journey in Switzerland. She launched her label in Bern, and her popularity has been growing ever since.

Famous Swiss Clothing Brands

Tally Weijl is probably the most internationally famous Swiss clothing brand. They’ve got stores in 37 countries throughout the world, and they’re known for budget clothing for women. The brand was founded back in 1984 in Basel.

Mammut is another internationally popular brand from Switzerland. They’re known for high-quality outdoor gear, mostly shoes and jackets, but they also make plenty of other clothing and accessories for outdoor adventurers. Mammut was founded back in the 19th century in Dintikon, and it started as a modest ropemaking operation and grew to become one of the most internationally famous clothing brands from Switzerland.

Victorinox is not a clothing brand per se, but they do manufacture quite a bit of fashion accessories, in addition to their most iconic product – the Swiss army knife. They are one of the most famous Swiss brands out there, and worth a mention.

Frequently Asked Questions