Given the sprawling layout of the city, shopping in Athens might seem like an overwhelming prospect, especially when the best fashion spots are spread city-wide and hidden in unlikely areas. But make the journey to these stores and you’ll be rewarded with unique designers, affordable pieces and forward-thinking style. From multi-brand concept stores to must-know labels, keep reading to discover our guide to the best womenswear shops in Athens.
Founded in 2013 by Irene Deros, i-D Concept Stores houses an international selection of designers while also supporting Greek fashion talent. With an emphasis on the shopping experience, this space invites visitors to take their time and get to know the brands. Intriguing juxtapositions and a thoughtful curation of brands run throughout the 3,500 square metres of the store. Alongside clothes and accessories, visitors might also encounter work from Greek artists displayed in the space as part of the store’s ongoing art project.
Athenian brand, ME THEN, specializes in uber cool streetwear for men and women, rendering it an essential destination for anyone with their finger on the fashion pulse. Originally stemming from a fanzine and inspired by the number zero, collections are minimalist, expertly tailored and relaxed – the perfect combination for enjoying modern Athenian life.
With two stores in Athens and one in Mykonos, Free Shop is (sadly) rather the opposite of what it suggests, but that shouldn’t deter you from visiting this fashion haven. With a plethora of brands including Balenciaga, Ganni and Self Portrait, alongside Greek labels, such as Wildwood, this is a must-know destination if you’re looking to give your wardrobe a luxury update. If you’re located centrally, head to Free Shop on Skoufa in Kolonaki, or explore a little further out to their Neo Psychiko store.
Located in the heart of Athens, Neon Raum is a creative space and designer showroom that gives emerging labels a platform to reach new audiences. A visit might see you discovering anything from new names in jewellery to emerging Greek fashion labels, but you certainly won’t go home disappointed.
Celebrating its 40th birthday this year, Remember Fashion in Athens offers a heady and eclectic shopping experience. Originally situated in Plaka and founded by Dimitris Tsouanatos and Giorgos Vanakos, the store has welcomed an international rostrum of artists, musicians and designers since it opened its doors, from Chloe Sevigny to the Ramones, who have all stopped by to enjoy the extensive selection of pieces on offer. Now, having relocated a little further away from the main Athens Market, Remember Fashion continues to offers a mixture of hand-painted, one of a kind pieces made by Dimitris, alongside smaller batches of graphic t-shirts and vintage pieces. The atmosphere is friendly and relaxed and you’ll find it’s easy to spend hours soaking up stories and trying on clothes.
The Greek equivalent to H&M and Zara, Celestino offers high fashion trends at a fast fashion price for a range of styles and sizes. As such, Celestino is the perfect place to shop at if you decide you want a quick update on your wardrobe or if you’ve packed badly for the holiday ahead. With stores across Athens, you won’t have to travel far to visit one, although the best one is arguably on Ermou, the city’s central shopping street.
Given its basement location, you could easily walk by Playroom on Skoufa, but you’d regret it. Head downstairs and you’ll find a great selection of womenswear from lesser-known labels such as Sock-ing, Thinking MU and Danish brand, Anerkjendt, alongside larger brands like Nice London, Komono and Adidas.
Situated a few roads away from the main shopping street, Ermou, Kolokotroni is home to trendier and more under the radar stores like Dangerous Minds. With a huge online offer, their shop, ‘8 | 13’ is where you’ll find a slickly curated edit of streetwear brands including Adidas by Rick Owens, Y-3 and Kuboraum.
Another champion of Greek designers, Dressing Bar offers accessories, swimwear and womenswear from exciting brands such as Stelios Koudounaris, MAAN, Nizal, Ioanna Kourbela and Arpyes. Visit to find statement pieces alongside timeless pieces, with the added bonus of knowing that you’re championing local talent.
An Athens institution since the 1960s, Bettina’s mantra of ‘real style for real people’ is one the boutique does exceedingly well. As such, expect to find an expertly curated selection of staples, from tapered wool trousers to versatile jumpers, alongside seasonal classics (their swimwear offer is perfect) and dream summer dresses that conjure the irresistible prospect of blissful beach sunsets and warm evenings all year round.