Beach Clubs à la Couture
Pop-ups by luxury brands worth visiting this summer
At the height of the scorching summer season, there’s nothing better than relaxing on the shore of a luxurious beach and enjoying the fresh sea breeze. This year, fashion houses, staying true to their traditions, have transformed several beach clubs once again. ELLE O‘zbekiston takes a look at the brand pop-ups around the world that are worth visiting this summer.
Jacquemus in Saint-Tropez, France
This summer, French brand Jacquemus has styled the Indie Beach on the Mediterranean resort of Saint-Tropez. Simon brought his signature blue and orange stripes to the city, along with a new collection, beach accessories, and an updated menu at the La Renaissance restaurant within the club.
The fashion house presents branded sun loungers, umbrellas, installations, and signature boutiques with capsule collections. Visitors can also purchase various accessories: beach paddles, dominoes, card games, travel souvenirs, magnets, and postcards designed by Jacquemus.
Christian Dior in Los Angeles, USA
French fashion house Christian Dior has decorated the Hollywood Beverly Hills Hotel in the “City of Angels” – Los Angeles, USA. The hotel now features a Dior spa residency with specially designed treatment programs. The rooms are adorned with the brand’s iconic Toile de Jouy Soleil motif in a coral shade.
The coastal oasis is also styled in the brand’s aesthetic: raffia wallpaper, bamboo decor, and life-sized animals made from seashells, including lions, tigers, and giraffes. The area features the signature logo, branded sun loungers, and beach umbrellas accompanied by the iconic sun symbol. The hotel houses a boutique with the new Dioriviera collection and beauty products from the brand.
Miu Miu in Cannes, France
Italian fashion brand Miu Miu has styled the beach club at Plage L’Ecrin in Cannes in honor of the famous film festival. The fashion house decorated the beach with red vintage stripes and the iconic Miu Miu logo. All items were designed to reflect the brand’s avant-garde aesthetic: sun loungers, umbrellas, special decorative panels, sports accessories, and food carts.
In celebration of the Cannes festival, the house held an exclusive show of the Miu Miu Spring-Summer 2024 collection, creating a perfect space for relaxation with a picturesque view and a display of high fashion and style.
Luisa Spagnoli in Capri, Italy
One of the most iconic beach clubs, Da Luigi ai Faraglioni, on the island of Capri, offers a summer retreat in the style of the Italian brand Luisa Spagnoli. Throughout the summer, the island will be dressed in the brand’s signature yellow and blue colors. Every detail, from the beach club area to the restaurant, reflects the elegance of the fashion house.
In addition to the beach club, Luisa Spagnoli has opened an exclusive pop-up store at La Canzone del Mare with the latest collections. A special swimwear capsule collection in collaboration with the renowned brand Reina Olga is available exclusively at the pop-up store.
Salvatore Ferragamo in Forte dei Marmi, Italy
Italian fashion house Salvatore Ferragamo has styled the Twiga Beach Club at the seaside resort of Forte dei Marmi. The entire club area, including loungers, chairs, cushions, and other beach accessories, is decorated in the brand’s signature shades of blue.
Salvatore Ferragamo also introduced a tandem bicycle with the iconic logo and a new boutique at the club. The store offers a capsule collection, exclusive mini Hug bags made from red raffia, and other summer accessories.
Louis Vuitton in Macau, China
Luxury brand Louis Vuitton has departed from its usual European destinations and headed to China. The first exclusive LV store this year opened at the Banyan Tree Macau Hotel. Additionally, the French brand’s monogram decorated the pool area, loungers, umbrellas, cabanas, and a special ice cream bicycle kiosk, immersing guests in the world of Louis Vuitton.
The fashion house also unveiled the “LV by the Pool” 2024 collection, featuring beachwear, bags, shoes, sunglasses, and other accessories. Exclusively available are plush LVacation Tote and Bucket bags, the Rush Bumbag, and a pocket organizer with the brand’s signature monogram.
