Summer of 2025 Marks the Expansion of 'Fashion Beach Club' Pop-Ups, Sets Fashion Trends, and Guide to Reservations
Summer 2025 is set to be a stylish affair, with luxury fashion houses and hotels collaborating to create immersive experiences that blend high fashion with premium leisure. Here are some of the key highlights of this year's fashion beach club activations.
Monte Carlo Beach Hotel Transformed by Jacquemus
The Monte Carlo Beach hotel in Cap-Martin, France, has been given a fresh lease of life thanks to a summer collaboration with Jacquemus. The shimmering pier now boasts custom sun beds, a reinvented Pool Cafe, and two Jacquemus boutiques, making it a must-visit destination for fashion enthusiasts.
Loro Piana's Minimalist Luxury at La Réserve à La Plage
At Ramatuelle's La Réserve à La Plage in Saint-Tropez, Loro Piana has created a fashion beach club that exudes minimalist luxury. The setup features wood-sculpted loungers, color-blocked coral ones, and king sun beds, all enriched with artisanal piping. The pop-up boutique is centred around the Resort 2025 clothing collection, an ode to the eternal charm of the Venetian Lagoon and the picturesque town of Burano.
Fashion Beach Club Trend Gains Prominence
The fashion beach club trend, which decks out coveted hotels with couture, is gaining more prominence. Brands like Burberry, James Perse, and Loro Piana are transforming hotels in Capri, Ibiza, Athens, and Saint-Tropez, among others, into chic seaside retreats.
Dior's Mediterranean Takeover
Dior has extended its Dioriviera summer collection to multiple resort towns, including Ibiza, Capri, Mykonos, Bodrum, D-Maris, and Portofino. Their activations feature signature toile de Jouy prints on deckchairs and umbrellas, customized furniture at LVMH-owned hotel spas and cafés, and themed seaside experiences including decorated Riviera boats.
Amiri x The Jeddah EDITION and COMO's Le Beauvallon
Two other standout collaborations are Amiri x The Jeddah EDITION and COMO's Le Beauvallon in Saint-Tropez. The former presents a luxurious West Coast-inspired fashion beach club on the rooftop of The Jeddah EDITION in Jeddah, Saudi Arabia, while the latter, after a decade of closure, has reopened with a collaboration promising hyper-exclusive suites and a glamorous Mediterranean beach club experience focusing on Michelin-starred cuisine and precise service.
These fashion beach club activations emphasize immersive brand experiences framed by iconic coastal settings, elite hospitality, and the latest resort-core fashion trends, making them among the top choices for summer 2025's luxury travelers and fashion insiders.
- The trend of decking out hotels with couture, known as the fashion beach club trend, is becoming more prominent.
- The Monte Carlo Beach hotel in Cap-Martin, France, has been transformed by Jacquemus, showcasing custom sun beds and two boutiques, making it a trendy destination for fashion enthusiasts.
- At La Réserve à La Plage in Saint-Tropez, Loro Piana has created a fashion beach club that boasts wood-sculpted loungers and a pop-up boutique, enriched with artisanal piping and centered around the Resort 2025 clothing collection.
- Dior's Mediterranean Takeover extends to multiple resort towns, featuring signature prints, customized furniture, and themed seaside experiences, making Dior destinations key choices for summer 2025.
- Unique collaborations can be found at The Jeddah EDITION and COMO's Le Beauvallon, offering luxurious West Coast-inspired fashion, hyper-exclusive suites, Michelin-starred cuisine, and precise service in iconic coastal settings.
