Luxury fashion brands are taking over luxury beach clubs all across the world this summer. Fashion houses are racing to revamp summer hotspots with their monogrammed motifs and exclusive boutique experiences. From Spain to China, keep reading to find all the ephemeral pop-ups this 2023.
Read more: Grazia’s Guide To A-List Approved Swimwear
VALENTINO SUMMER BEACH TAKEOVER
Five-star hotel Palazzo Avino, located on Italy’s famed Amalfi coast, has partnered with Maison Valentino on a “Summer Beach Takeover.” The pop-up is dedicated to the brand’s new capsule collection, Escape 2023. The fashion house transformed the hotel’s Clubhouse by the Sea by providing custom furniture, such as deckchairs and beach umbrellas, to the premise. Each piece of furniture carries Valentino’s iconic shade of red. There also lies a boutique within the hotel’s grounds that offers pieces from the Escape 2023 collection.
Marielle Avino, managing director and owner at Palazzo Avino, said, “Growing up in an Italian family when talking about fashion, Valentino was the brand, was the designer, and is linked to Italian history so deeply, and I could not think of a better partner to align our hotel with.” Whether simply relaxing under Valentino’s shade or strolling around in a luxe mini-dress, this relaxing experience is one that renews mind and spirit.
JACQUEMUS BEACH AND BOUTIQUE
Indie Beach, a private beach club in Saint-Tropez, France, offers its guests a chance to sunbathe under Jacquemus’ bright yellow sun loungers. The beach is followed by an elegant pop-up Jacquemus boutique, displaying its Éte capsule. It features new versions of the iconic Chiquito and Le Bisou bags, straw hats and gold jewellery. If you happen to be in France, be sure to stop by before October.
DIOR AT SHELLONA
Esteemed fashion icon Dior partnered up with Shellona Beach to host the Dioriviera, an exclusive summer capsule, pop-up. Located in Saint-Tropez, France, the pop-up will be open from the 1st of June until the 20th of September, 2023. The beachside boutique sells almost everything summer-inspired, from swimwear to monogrammed Dior totes.
GUCCI SUMMER STORIES
Gucci has recently announced its partnership with the Loulou Ramatuelle Beach Club located on the French Riviera. Just last year, Loulou Ramatuelle Beach was home to Burberry. The beach will be decorated with Gucci’s signature motifs until the end of September. A pop-up boutique lies nearby, inviting guests to look at the unique capsule created for the event, Saint-Tropez.
FENDI FOR PUENTE ROMANO
Fendi takes over one of the most popular resorts in Marbella, Spain, Puente Romano. This, in fact, is the first-ever Fendi beach club takeover. The elegant space is filled with vibrant colours and unique Fendi prints. The fashion house also has a pop-up store close to the Chiringuito that displays key items of Fendi’s new collection. The collaboration will remain present at the beach until the end of summer 2023.
LV BY THE POOL
While most of the brands listed have taken over European hotspots, Louis Vuitton has made waves at Huangcuo Beach on Xiamen Island, China. This intimate setting strays away from swarming tourist spots and offers a peaceful, serene, environment. The limited-time venue showcases a variety of exclusive summer products, including prêt-à-porter, shoes and accessories. The summer series opened its doors to the public on June 5, 2023.
Casa Amor beach club, located in Saint-Tropez, France, was chosen by Dolce&Gabbana to be decorated with the iconic DG Carretto Siciliano print. The luxury beach club is one of four chosen locations for the DG Resort takeover. The fashion house promises visitors an opportunity to “experience ancient Italian traditions by the seaside.” This Mediterranean atmosphere will stick around until the end of summer 2023.
One&Only Reethi Rah, award-winning beach resort in the Maldives, has reimagined its luxury beach club as Missoni Resort Club. The signature Missoni zigzag pattern can be found all over beach towels, parasols, cabanas and loungers. One&Only invites guests to experience the ocean odyssey with Missoni until the end of the year, 2023.
Loro Piana has taken over Saint-Tropez’ La Réserve à la Plage luxury beach club, located in France. The beach was furnished to reflect the fashion house’s quiet luxury aesthetic, with Loro Piana’s iconic colours all over beach towels and parasols. The Maison has also personalised a boutique at the beach club that makes the Summer Resort 2023 Collection available for purchase. The pop-up will be open until the end of summer 2023.
DIOR SPA CRUISE
The Dior Spa Cruise will be moored at Port Henri IV in Paris until July 14th, 2023. It offers an “exceptional wellness retreat on the Seine” while enjoying views of Paris’ Eiffel Tower, Notre Dame, Grand Palais and the Louvre. The yacht’s top deck is filled with sunbeds holding Christian Dior cushions and umbrellas carrying the Maison’s blue Toile de Jouy pattern.
Depending on your needs, there are five programmes to choose from: detox, balance, reverse aging, relaxation and power. For each theme, guests can choose between two types of cruises, the treatment cruise and the wellness cruise, or combine them. This will be tailored to your selected programme. The treatment cruise lasts two hours and includes a one-hour face or body treatment, followed by one hour of relaxation on deck. On the other hand, the wellness cruise includes one hour of relaxation on deck, followed by one hour of a well-being activity such as pilates or yoga. The two treatment and wellness formulas can be combined, totalling a four-hour journey.
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This article originally appeared in Grazia International.