More labels embrace Mykonos as Hilfiger, Alice + Olivia open boutiques

Mykonos has become an increasingly popular destination for high-end pop-ups and permanent boutiques in recent years and now two American labels are opening there.

We’ve had a stream of stories about openings on the Greek holiday island, from Dior to Burberry and Diesel. The latest arrivals are Tommy Hilfiger and Alice + Olivia by Stacey Bendet.

PVH’s Tommy Hilfiger said its Mykonos opening is “a significant expansion into the premium retail market” of the Island. The store is located in the heart of one of the most popular global summer destinations, and “blends [the label’s] nautical heritage with the magic of the Mediterranean, offering a seamless fusion of contemporary style and island tradition”.

It’s set among Mykonian whitewashed buildings and “designed in line with the aesthetics of the island”. Coming with local willow ceilings and limestone marble flooring, “the space pays homage to the traditional Cycladic style”.

There’s an “intimate sitting area [that] surrounds an olive tree, complemented by subtle store signage that integrates with the landscape of Mykonos. Additionally, a shaded outdoor lounge invites guests to relax and refresh while enjoying the surroundings”. 

Inspired by the brand’s red, white and blue DNA, the Mykonos location “incorporates the distinctive Tommy attitude with an irreverent clash of classic and modern”.

It covers 150 sq m and carries multiple Tommy Hilfiger spring 24 collections including Menswear, Womenswear, Footwear, Accessories, Underwear and Swimwear.

Meanwhile, Alice + Olivia’s new space is its first standalone pop-up on the Island and is located in the premiere shopping district of Mykonos Downtown. 

It’s only the brand’s second standalone European retail location, in addition to the 31 US domestic locations.

Located on Matogianni street, it will be open for six months and is designed within the existing shell of a traditional Mykonian building.

A solid Aegean pink marble shell is laid over the space up to the height of the entrance, a crystalline stone identified by its warm pink hues and its semi-transparent qualities.

We’re told this material “brings elegance and luxury to the new store’s space. With its veined patterns and smooth, cool touch, it elevates the ambience and creates a striking visual impact that highlights the colourful collection”.