Luxury fashion brands have been venturing into hospitality for decades, with iconic names such as Versace, Bulgari and Armani opening their own hotels worldwide as consumers seek lifestyle experiences from their favourite brands.
But the biggest competition come summer is the battle of the beach clubs, with brands racing to take over summer hotspots and splashing them with monogram-branded sun-loungers, parasols and towels at beachside locations from Saint-Tropez to Marbella, the Maldives to Xiamen Island in China.
If you’re lucky enough to be jet-setting this summer, here are eight to know and add to your summer travel plans.
Dior x Shellona Saint-Tropez
Dioriviera, an exclusive summer capsule dreamt up by Maria Grazia Chiuri, has been travelling the world for the last few years, with pop-ups from Montenegro to Mykonos, and has landed at Saint-Tropez hotspot Shellona for summer 2023. The beach club, which originated in St. Barths, is a stylish restaurant and club known for its delectable cuisine and cool day-party vibe. Aside from the beachside boutique, which sells everything from the monogrammed Dior Book Tote to swimwear, the space has monogram-adorned deckchairs, sun-loungers, cushions, and parasols.
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Fendi x Puente Romano Beach Resort
One of the hottest resorts in Marbella, Puente Romano is home to the first-ever Fendi beach-club takeover. The elegant space is tinged with red monogram and striped interiors and textiles typical of the Maison – Bali beds and cabanas echoing the holiday mood. A fusion of fashion and relaxation, you’ll find a pop-up store too, selling key items from the new collection.
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Missoni x One&Only Resort, Maldives
Missoni’s instantly recognisable colourful knit prints have found their way to a tropical island paradise, at One&Only Reethi Rah in the Maldives. Adding to their oasis of turquoise hues for the whole of 2023, the signature Missoni zigzag pattern takes over the resort’s Beach Club adorning parasols, loungers, cabanas and beach towels, juxtaposing the white sandy shores. Guests of the resort will also find the print decorating various furnishings; within the residences and on the popsicle stand, buggies, paddleboards and bicycles.
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Dolce & Gabanna x Casa Amor
A favourite in the French Riviera playground, Casa Amor is a crown jewel of the Cote D’Azure and one of four chosen locations for the DG Resort takeover. Located on Pampelonne beach, Casa Amor is the famous bohemian beach club chosen to be redecorated in the Carretto print – the friezes and multicoloured decorations of the Sicilian tradition mixed with natural, raw materials. You’ll also find them at Grand Hotel Quisisana in Capri, San Domenico Palace in Taormina and Los Monteros Resort in Marbella.
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Loro Piano x La Réserve à la Plage
To celebrate the Summer Resort 2023 Collection, Loro Piana have taken residence in Saint-Tropez’ La Réserve à la Plage beach club, an exclusive destination with an unbeatable elegant yet relaxed vibe. Mirroring the house’s quietly luxurious aesthetic, you’ll find Loro Piana’s iconic colours and patterns, like the Suitcase Stripe multi-striped motif, on parasols, beach towels, ‘brise vue’, and at the bar-restaurant. The Maison has also personalised the beach club boutique, where you’ll find the Summer Resort 2023 Collection available for purchase.
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Gucci x Loulou à Ramatuelle
Home to Burberry last year, Loulou à Ramatuelle has been claimed by Gucci this summer – a scene-y spot on the shores of Pampelonne. To celebrate the launch of Gucci Summer Stories, a collection inspired by the joy of escapism, the beachside pop-up at Loulou à Ramatuelle offers a peak into Gucci’s dreamscape, with branded loungers and parasols and an immersive shopping experience at an on-site boutique.
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Jacquemus x Indie Beach
A location dear to Jacquemus founder, Simon Porte Jacquemus, the South of France is where the French fashion house has opened its first-ever branded beach – at popular private beach club, Indie Beach, in sun kissed Saint-Tropez. Aside from the 1970s inspired beach furniture adorned with citrus sun loungers, parasols and surf boards, you’ll find the designer’s regionally-inspired Été capsule collection on show, featuring straw hats, basket bags and branded towels.
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Valentino x Palazzo Avino
La Dolce Vita! Valentino have collaborated with luxury hotel Palazzo Avino on the Amalfi Coast of Ravello, Italy for their Escape 2023 collection. Decorated in the Maison’s signature red, the bespoke beach club illuminates amongst the cliffs with branded beach paraphernalia, and there’s a Valentino boutique on the resort grounds stocking the Escape collection, with a curated selection of kaftans and beachwear.
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Louis Vuitton x Huangcuo Beach
Unlike many of its competitors taking over European hotspots, Louis Vuitton took their V By The Pool collection to China this year. The Summer Resort and Pop-Up Store made waves in early June 2023, at Huangcuo Beach on Xiamen Island. Located away from bustling tourist spots, this intimate setting was a choice that reflected the brand’s luxury aesthetics in an elegant environment. Presented as an exclusive pool bar, it was the book kiosk that stood out. Home to a large collection of Louis Vuitton fashion books, the kiosk offered an opportunity to dive into the brand’s history and creative journey over the years.
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Image credit: Dolce & Gabbana
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