We're absolutely here for high fashion's beach club era

If you haven't decided where to spend your summer yet, might we tempt you with monogrammed sun loungers, designer towels, sun umbrellas, rosé, and limited-edition swimwear? Like a couple of seasons past, this summer, too, is haute couture summer. The worlds of luxury fashion houses and high-end holiday destinations are colliding to give their clients the most opulent indulgence, resort-style. Of course, summer is best spent on a beach—there is no denying that. But sipping a piña colada, under a Dior parasol? Now that’s a cherry on top.   

Luxury fashion houses—think: Jacquemus, Dior, Dolce and Gabbana, and so many others—are increasingly taking over holiday spots and beach clubs around the world, offering exclusive experiential luxury to their clientele and turning glamorous shorelines into curated brand worlds. These aren’t just pop-ups; they are immersions into the worlds of the brands. Because their consumers no longer want to be sold to, they want to be a part of something. Owning is out; experiencing is in. And so fashion houses are following suit—not just by creating OTT products, but by designing full-fledged brand worlds. To sell a lifestyle as opulent as their products. 

Set against the sun-drenched backdrops of Capri, St. Tropez, Monte Carlo, Ibiza, and Dubai, these beach clubs aren’t just stylish stopovers—they’re strategic, ultra-curated brand worlds, built for a very specific audience: luxury lovers with Instagram on speed dial. These aren’t retail spaces, they’re real-life mood boards you can dive into, lounge in, live through—and, of course, post from.

And that’s exactly the point. It’s not just about selling products; it’s about selling a mood. A fantasy. An experience. Think full-sensory branding, with every touchpoint soaked in sun, sand, and logos—from monogrammed towels and custom poolside cabanas to perfectly timed sunset hues made for Stories. It’s luxury you can feel, filter, and flex.

But beyond the lounging and spritz-sipping, there’s also retail—with a twist. Limited-edition capsule collections, collectible accessories, exclusive resortwear drops. So you can pack up a piece of the dream and take it home in your carry-on. This is aspirational living, bottled, branded, and beachfront.

 

Lead image: Jacquemus

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