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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.
Where to eat
Mykonos is known for its fresh seafood, traditional Greek salads, souvlaki, moussaka, and local cheeses such as Kopanisti. There’s a really vibrant food scene here with a range of high-end restaurants, cosy tavernas and beachside cafes, all set against the beautiful backdrop of the Aegean Sea. I love trying something new every time I visit, even something simple such as the different types of Tzatziki and pitas – each restaurant or taverna brings its own unique twist to the classic. Also, the way a Greek kitchen prepares salted sea bass is absolutely delicious, you can’t go wrong with this, and, I’ve always said it, but you will never find a better cooked lamb than here in Greece – it’s the best in the world.
When I’m travelling, I love exploring and finding new places, but some of my go-to spots are Spilia Restaurant, one of the finest Greek restaurants on Mykonos, set in the beautiful cave of Agia Anna, next to Kalafatis beach. It sits on a natural platform on the rocks, hanging over the sea, making it one of the island’s most spectacular hotspots. I would also recommend Nōema Mykonos, a relatively new contemporary Greek restaurant and bar that opened just three years ago. It gives a new meaning to the culinary traditions of the Cyclades. Athinagoras Kostakos is a top-notch Greek chef who is leading the way as the Culinary Director.
Then there’s Kikis Tavern, known for its rustic charm and stunning sea views, Scorpios, a great spot for both the food and the incredible sunset views, and Interni, I come here for its beautiful garden setting. Some of my all-time favourite memories of being in Greece are just of long leisurely dinners with family and friends. Finally, everyone should try the local Mykonian cheese pie – it's an amazing treat!
PLAY
I love spending the day exploring the island’s beautiful and pristine beaches – there are so many endless possibilities and local, tucked-away spots you will never get bored. After a relaxing day in the sun, I love to stroll through the charming streets of Mykonos Town. I often visit beaches such as Psarou (which has crystal-clear water and fun beach clubs) or Elia (a bit quieter, perfect for a relaxing day trip), and I enjoy wandering around Little Venice and the Old Port area. There are so many great cafes and tavernas to enjoy and it’s so easy to just relax.
Matogianni Street in Mykonos Town is ideal for shopping, with a mix of high-end boutiques and local craft stores. I also love Luisa Beach for its unique, high-end fashion finds. The hand-made jewellery and leather goods are so popular on the island – and for good reason, they’re beautiful! You can really sense the detailed craft that goes into each item. I bought Dee, my wife, an evil eye necklace two years ago. It's very similar to the evil eye art you find in Greece and Turkey, which is special because my wife is half-Turkish. I’ve also visited the Archaeological Museum and the Aegean Maritime Museum, and they are definitely worth the trip for those interested in the island's history.
Where to stay
When I'm in Mykonos, I usually stay on my boat, FLAG, which is where I spend my summer holidays every year. My family and I love travelling throughout the Mediterranean, and Mykonos, along with the Greek islands, is always a favourite stop for us. However, when we do want to book a room I really enjoy staying near Mykonos Town because it is so conveniently located – it is close to shops, restaurants and nightlife.
Recently, I had the pleasure of staying at the Santa Marina Resort in Mykonos. This stunning resort is truly a gem, with a gorgeous blend of luxury and tranquillity. Hidden on a private peninsula, Santa Marina has really breathtaking views of the Aegean Sea, pristine sandy beaches and lush gardens. One of the highlights of the resort is the world-renowned Buddha Bar Beach, which serves plates of fusion Asian and Mediterranean cuisine.
What to pack
When I think of what to wear on holiday, I always bring staple classic items that I can wear in a variety of settings but are still smart and comfortable. I always pack:
A linen blazer
Lightweight, breathable and easily transitional from daytime wear to an evening dinner or a night on the town. It is the perfect all-around jacket.
A classic t-shirt
Something as simple as a T-shirt makes me feel comfortable and relaxed, especially when the temperatures go up. I usually go for white or navy blue to tap into the nautical theme on an island.
Tailored shorts
A perfect effortless style to wear all day while on holiday.
A hat
I usually wear a baseball cap with the Flag logo, in reference to my yacht, or a NY Yankee cap from KITH.
Sunglasses
I've had the same pair of Ray-Bans for 20 years that I love to wear.
SPF
I always use La Mer SPF 50. It's essential for keeping my skin protected under the Mediterranean sun.
Luggage
I travel with a large aluminium Rimowa case, as well as Tommy Hilfiger nylon duffel bags. I also have a special Louis Vuitton nautical duffel that Kris Jenner gave me for my birthday two years ago.