Are Souvenirs Becoming Fashion's Latest Obsession?

This season's fashion campaigns seem to have one common theme: a rising obsession with the aesthetic of souvenirs. While a staple part of many of our childhoods, something about our affinity for these little trinkets feels a bit different this year...

Appearing in campaigns from Danish jewelry brand Pilgrim and London-based label Fruity Booty, these vacation markers also appear to take shape at this summer's pop-ups. For example, Barcelona-based brand Susmie's opened an "ephemeral" pop-up store in London this summer and inside was a slew of sweet postcards, trinkets and holiday-inspired merchandise.

 

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Just last month, Pilgrim hosted a London dinner to celebrate its new summer collection, complete with a functional postcard stand filled with campaign images. Even more recently, Fruity Booty opened its travelling "souvenir shop" in London, after a successful takeover in New York City.

Now, it's probably not the first time that we've seen holidays and their unique aesthetics influencing seasonal campaigns. Each summer, we see several vacation-inspired resort collections and summer drops, but this year, it does feel like there’s a specific focus on souvenirs as the next big thing.

Part of the reason seems to stem from the desire of brands to create more of a "universe" than just a campaign. Additionally, amidst the rise of economic crashes and recession indicators, it feels like less and less of us are able to afford the trips we'd like to take, so there's a sense of "bringing the beach to us," if you will.

Speaking about the inspiration behind its Summer 2025 campaign, Pilgrim brand director Katrine Seiffert Tiemroth tells us "We shot the campaign in Puglia, Italy. In continuation of the imagery, we wanted to bring the feeling of summer to life, for our community to experience it across every touchpoint. From packaging designed as postcards, to immersive set-design and nostalgic souvenirs at events and in-store, all of it contributes to a full circle moment."

In response to the significance of souvenirs, Tiemroth explainss, "whether taken on a summer getaway, sent to a friend, or placed at home, they act as small, meaningful reminders of the world we're inviting people into."

Similarly, this inspiration helped to form part of the brand’s new summer merchandise collection, featuring oversized pool floats, beach towels and bags. "These lifestyle pieces allow us to extend our creative direction into new, playful categories. It's about visibility, yes – but more than that, it's about evoking a feeling, leaving impressions, and inviting people into the universe we are building," Tiemroth continues.

In that same realm, Fruity Booty's travelling "souvenir shop" not only featured souvenir-inspired merch at the pop-ups, but also souvenir-inspired teasers. Speaking about the inspiration behind the concept, founder Hattie Tennant tells us: "Our concept of the 'souvenir shop' really grew out of our previous pop-ups. In London, our winter spaces were called 'Bootiques,' and for summer, we wanted to create something that felt just as special, but with a lighter, vacation-ready energy."

Tennant explains that the pop-up concepts also stem from the brand's summer photoshoots and campaigns, which are typically captured in European seaside towns, which, incidentally, seem to have souvenir shops all over the place.

"When designing summer collections, we always think about the perfect suitcase — the dream holiday wardrobe that makes you feel amazing when you're away. That idea naturally evolved into a 'souvenir shop' vibe: a space where people could come and find that one piece they'll associate with a summer memory. Something they'll hold onto, not just as clothing, but as a feeling," Tennant adds.

So next time you're heading out on a well-earned trip, don't be afraid to keep the vacay vibes going by incorporating your playful souvenirs into props for your next photoshoot.

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