F*** the Hamptons, luxury fashion’s beach pop ups are the destination of the summer

F*** the Hamptons, luxury fashion’s beach pop ups are the destination of the summer

by Robyn Pullen
5 min

Ever wondered where influencers holiday? In the array of luxury fashion brands’ beach pop-ups, of course. Found dotted across the coasts of Europe, it almost seems that every fashion brand worth talking about has a fully-branded beach front or poolside holiday destination tucked away somewhere in the world, complete with branded towels, glasses, sunbeds, umbrellas, and canapes. Which is the best one, though? You’ll have to decide.

Gucci takes over Loulou, St Tropez

Located in Ramatuelle, Saint-Tropez, at Loulou – the same beach club that hosted Jacquemus last year – Gucci’s transformed the renowned holiday destination into a truly Gucci-fied spectacle. Featuring uniform rows of sunny, yellow umbrellas to kick back under on plush, white sun beds each adorned with navy pillows emblazoned with the iconic “Interlocking G” Gucci logo, the whole beachfront is basically an Instagram pic waiting to happen.

@gucci ©

Loro Piana takes over La Reserve, St Tropez

Loro Piana’s take on a destination beachfront pop-up is luxurious, timeless, and just so classically “Loro Piana”. Jetting off to the French Riviera’s La Réserve à la Plage beach club, Loro Piana’s decorated the location in the iconic cream, brown, and orange hues of the brand, evocative of its luxurious, hand-crafted leather goods. Whether you’re lounging beneath striped parasols, dining at the beach club’s iconic restaurant, or shopping for Loro Piana products in its boutique shop, the whole set up is designed to feel like living in luxury.

@loropiana ©

Valentino takes over Palazzo Avino, Amalfi

Valentino took a trip to Italy’s Amalfi Coast this summer to take over the beachfront Clubhouse at the iconic Palazzo Avino hotel in Ravello. Complete with a heated swimming pool for cool evening swims; ruby-red Valentino-branded sun beds to sprawl out on, under the Amalfi sun; an acclaimed restaurant featuring the finest Italian cuisine; and even a full-service spa with a Turkish steam bath to de-stress in, there’s something to keep you occupied every day of your summer break.

@maisonvalentino ©

Jacquemus takes over Indie Beach, St Tropez

What’s sweet and sour and yellow all over? Jacquemus’ lemon-yellow takeover of the beachfront at Plage de la Bonne Terrasse in Ramatuelle, Saint-Tropez. In collaboration with the iconic destination restaurant, Indie Beach, the St Tropez seafront is dotted with the shade from Jacquemus-branded umbrellas and plush sun beds, all in the same warm, yellow and striped blue hues.

@jacquemus ©

Dior takes over il Riccio Anacapri, Capri

Dior flew over to Capri this summer for its takeover of il Riccio Anacapri, a beach club belonging to the Capri Palace Jumeirah resort. Appropriately titled the “Dioriviera Pop-Up”, the luxury brand is inviting customers upon-reservation to attend the sun trap and bask on blue, yellow, and raspberry hued sun beds, each in an inverted toile de Jouy pattern from the Fall 2021 line.

@dior ©

Fendi takes over Puente Romano, Marbella

For the brand’s first beach pop-up ever, Fendi’s headed to the coast of Spain. Decorated in red and white hues, the beach club is an exclusive collaboration with the beach bar at the Puente Romano hotel in Marbella. You can spot the Fendi logo on everything, from sunbeds and loungers to relax on and beach huts to escape into, to the personalised sailing boats available to the resort’s guests. The whole destination exudes luxury, with even Fendi-emblazoned rugs leading down to the seafront giving “I’m too rich to touch sand”.

@fendi ©

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