Summer’s new resortwear status symbol is not a handbag, shoe or even a pair of sunglasses. The haute beach towel has become a breakout hit among the jetset.
During a trip to St Tropez this spring, I noticed high-end ‘serviettes de plage’ at the most desirable hotels and beach clubs. At Hotel Byblos – a go-to destination for the style crowd since the 70s – guests lounged by the pool in a mix of options by Hermès and Jacquemus. I saw another deeply-tanned sun worshipper at Pampelonne beach laying on top of a Missoni signature zig-zag design. It’s now easier to count the luxury brands who don’t offer high-end beach towels than those who do. Among the most coveted are Phoebe Philo’s ‘Hi’ styles in green and pink, and Chloé’s upbeat flamingo-covered take. For the ultimate luxury version, turn to Hermès, the first designer brand to enter the category in the 70s. But where the French fashion house was once an outlier in the field, now it has stiff competition.
Hi towel, £550, Phoebe Philo
Net-A-Porter has increased its offering after strong customer demand and – as buying manager Lydia Zacharis says – “there is some amazing product in the market” – including the cult classic striped towels of Copenhagen-based brand Tekla and Autumn Sonata’s bold, printed organic designs. Their appeal, at least in part, comes down to the same formula that led to the boom of hotel merch – a way of buying into luxury at a (relatively speaking), more accessible price. Although the £95 starting point for a luxury beach towel (for an Autumn Sonata stripe version), is more than most of us would deem acceptable, it’s still much less than a piece of ready-to-wear. They also offer an opportunity to upgrade your poolside look in a way most standard hotel beach towels simply don’t.
“It’s still a small category for us and we’re seeing growth,” says Zacharis. “Although most hotels offer their own towels, unless they are very visual and recognisable such as the iconic yellow and white striped styles from Palm Heights and Il Pellicano, customers will opt for options that are more aligned to their personal style. Luxury beach towels are an accessible entry price point into a luxury brand and it can signal both status and fashion authority.”
Speaking of Il Pellicano, the Italian hospitality group that runs three luxury hotels, its identifiable ‘Pelli’ yellow and white stripe beach towels have become a powerful part of its branding, performing consistently well throughout the year, but peaking just before the summer holidays and again at Christmas. The visual impact isn’t to be underestimated, and mean they’re more likely to end on guest social media feeds. “They’ve become much more than a simple hotel amenity,” says Marie-Louise Sciò, CEO and Creative Director of Pellicano Hotels Group. “They’re one of the most recognisable symbols of the Issimo and Pellicano Hotels lifestyle and instantly synonymous with Italian summer. Our beach towels are woven into the guest experience, whether draped over sun loungers by the beach or around the pool, and many guests want to take that feeling home with them.”
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Luxury fashion brands have immersed themselves in the premium travel space over the past few years. The emergence of designer pop-ups at the world’s most high-end hotels reached a peak this summer. From Monaco to Turkey to Sicily, fashion labels have set up temporary residences in sought-after destinations each following the same formula – monogrammed sun loungers, umbrellas, perhaps a themed cocktail and a curated in-hotel shop. Luxury consultant Hélène Holzmann says that the industry’s increasing interest in travel is down to a focus on growth markets. Luxury travel is a fast rising arena, generating approximately $1.5 trillion annually. It’s projected to reach $2.36 trillion within the next five years, making it catnip for luxury fashion, which is only recently reporting a slow recovery after a two-year slump.
“The only side of the luxury sector improving in the past couple of years is luxury hospitality and experiences and travel,” explains Holzmann. “High-net-worth individuals are prepared to splurge more on travel and experience than any other category. Fashion brands who collaborate with luxury hospitality know they have an easier access to their target audience, who are also more relaxed, more receptive and also have more time than in any other circumstance.”
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There’s also an emotional pull for those with deep pockets. A luxury beach towel represents a memory of sun-drenched weeks spent with family and friends. “Customers can link their purchase with the memory of a special event or holiday,” says Holzmann. “It’s a high-status item that can be used even in a supposedly relaxed environment.”
The making of a beach towel as a luxury candidate goes beyond aesthetic. Look at the GSM (grams per square meter), which measures a towel’s density, and determines how fast drying it is. High GSMs often feel more premium and fluffy, but are slower to dry; the sweet spot is anything just under 600 GSM (Hermès’ comes in at 590). Material is also important – Egyptian or Turkish cotton make for super soft, absorbent versions (The White Company does a classic blue striped version, which at £35 is more affordable than its premium peers.) Never will your beach towel be an after-thought again.
Ella Alexander is Citizen Femme’s fashion features editor. She started her career at the Evening Standard, and has since held senior editorial roles at Vogue, The Independent and Harper’s Bazaar, where she remains a contributing editor. She also writes for The Telegraph, Sunday Times Style, Service95 and CNN. She is an author, having co-written Dame Zandra Rhodes’ memoir, Iconic: My Life In Fashion In 50 Objects, published by Transworld in July 2024. Her favourite travel destination is Catania, Sicily’s second city.
Lead image: Tekla
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