Sartorial savviness and a kinship with the more fashion-conscious side of a city are essential traits for a successful fashion tour guide. Fortunately, Lucerne’s Rahel Röllin, who runs the stylish city’s ModeKultTour has these qualities in abundance. “I was often approached about my style,” she laughs, “and asked where I’d bought my outfits, so I used to just lead people to these small shops where I’d found the pieces.” Over time, the marketing and communication expert realised her impromptu tours were becoming a hit with female friends and even women from further afield. ModeKultTour started under the premise that it is hard to find the best shops and fashion buys in cities that are flooded with high-street chains.
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