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 sunloungers, parasols and towels at beachside locations from Saint-Tropez to Marbella.
If you’re lucky enough to be jet-setting this summer, these are 10 to know (and add to your summer travel plans).
Fendi x Puente Romano Beach Resort
One of the hottest resorts in Marbella, Puente Romano is home to a Fendi take over for a second summer in a row. Last year it was the beach club they took over, but this year sees Fendi at the La Plaza Puente Romano, a lunch spot within the resort that’s been tinged with yellow monogram and striped interiors, echoing the holiday mood. A fusion of fashion, food and relaxation, you’ll find a pop-up store too, selling key items from the Summer 2024 collection and new Fendi perfumes.
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Tory Burch x Nikki Beach Saint-Tropez
American fashion brand Tory Burch is taking over the equally chic Nikki Beach Saint-Tropez this summer, an activation that will see the TB monogram take over a section of the outside pool area. The brand is turning Nikki Beach into a relaxing oasis with daybeds and cabanas decorated with Tory Burch prints and patterns; a distinctive zebra print bar; and a pop-up shop selling the latest summer capsule collection, including elegant kaftans, swimwear, Tory’s signature tunics, classic leather slides, and the iconic T Monogram handbag collection now available in lightweight raffia.
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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’Azur and is hosting a DG Resort takeover for a second season. Located on Pampelonne Beach, the famous bohemian beach club has been redecorated in the Carretto print; here the friezes and multicoloured decorations of Sicilian tradition are mixed with natural, raw materials.
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Loro Piana x La Réserve à la Plage
To celebrate the Summer Resort 2024 Collection, Loro Piana has taken residence in Saint-Tropez’ La Réserve à la Plage beach club again, 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 2024 Collection available for purchase.
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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 opened its first-ever branded beach last summer – at popular private beach club, Indie Beach, in sun-kissed Saint-Tropez. Back for another year, last year’s yellow striped designs have been refreshed with a green candy stripe on 1970s-inspired beach furniture, and adorned with citrus sun loungers, parasols and surf boards, as well as the designer’s recent spring collection.
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Dior x Il Riccio Capri
Join Dior on the Italian island of Capri, at the beautiful cliffside beach club of Il Riccio, the restaurant from Jumeirah Capri Palace. Returning for its fifth year this truly luxurious setting is a full Dior takeover, featuring pastel-rainbow monogrammed changing cabanas – while pink Dior prints adorn lounging cabanas, parasols and even sea floats. It’s an Instagram content dream.
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Pucci x Thermes Marins Monte-Carlo
Although not technically a beach club, Thermes Marins Monte-Carlo, Monaco – the grand ocean-facing wellness space – is hosting Italian brand Pucci for an exclusive pop-up. Transforming the iconic spa with Pucci’s vibrant colourful textiles, the hotel has also added a signature Pucci massage to their range of treatments. Additionally, guests can shop Pucci’s coveted VS/S24 Very Vivara collection at the Thermes Marins spa boutique, allowing them to take home a slice of summer.
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Alberta Ferretti x Hotel de Mar, Gran Meliá
A first for Mallorca, this fashion-driven pop-up at Hotel de Mar’s Bonbon Pool Club is housing luxury Italian brand Alberta Ferretti this summer. With the hotel celebrating 60 years in 2024, this collaboration celebrates one of the most iconic destinations on the Balearic islands with a love letter to Mediterranean summer. Ferretti’s iconic tie-dye prints adorn the pool area in shades of blue, while the beach and pool bar feature designs in subtle beige tones, with customised furnishings evoking a sophisticated elegance to reflect the shared DNA of both the Italian fashion house and the hotel.
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Off-White™ x Casa Jondal Ibiza
Off-White™ is returning to famed Ibizian beach club Casa Jondal for a second year in a row. This year, the brand’s motto is SWITCH OFF, and the seaside spot provides everything to be able to do so. Ibiza’s free-spirited character is paired with Off-White™’s modernism via a new set of merchandise – sun loungers, chairs and umbrellas – mixing Jondal’s signature red shade with Off-White™’s brand name and its distinct arrow logo. Shop from the celebratory capsule – including raffia totes and sunglasses – at the pop-up shop to help extend beach vibes beyond the island.
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Balmain x One&Only Aesthesis, Athens
One&Only Aesthesis, a new hotel on the Athens Riviera, has kick-started summer with a French takeover from luxury brand Balmain. Balmain’s creative director Olivier Rousteing has transformed the One&Only’s main pool and beach areas with a monochrome décor that channels signature heritage patterns (even the pool floor boasts the house’s monogram), whilst perfectly matching the resort’s mid-century modern architecture. You’ll also find a special edition of the 1945 Cabas bag designed exclusively for hotel guests.
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Image credit: Loro Piana
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