Summer Destination Fashion Pop-Ups: A Must-Follow List, Featuring Capri, Monte-Carlo, St Tropez, and Pristine Somerset
In 2025, several luxury fashion brands are collaborating with beach clubs and staging pop-ups in popular summer destinations, bringing immersive branded experiences alongside exclusive limited-edition collections. Here are some of the key collaborations and locations:
Dior has taken over Il Riccio beach club in Capri, Italy, for the fifth consecutive year. The beach club has been decorated with Dioriviera toile de Jouy prints, and a pop-up boutique onsite sells Dior clothing and accessories, plus items exclusive to the location. Dior's collaboration with Bagni Fiore in Portofino also brings vibrant Dior prints and bamboo accents, with bespoke spa rituals and gourmet cuisine.
Louis Vuitton features beach club takeovers as part of their summer 2025 activations, appearing alongside brands such as Missoni and Jacquemus. The brand has a pop-up gelateria in Forte dei Marmi, Tuscany, Italy, serving traditional and custom-made ice cream flavours.
Jacquemus has styled the eponymous Beach Club's pier and Pool Café in his signature color palette. The brand also has a temporary shop in St Tropez, France, offering its distinctive summer collections.
Missoni is known for its signature colorful prints and luxury beach presence in summer 2025. The Missoni Resort Club at Ritz-Carlton Bali features Missoni-branded parasols, loungers, beanbags, and branded items such as kits and yoga mats.
Longchamp has taken over Bagno Felice 1 in Forte dei Marmi, Italy, featuring sun umbrellas, beach cabins, and furniture in Longchamp green. On-site purchases of a limited-edition Le Pliage® Monde are available, along with live music and curated cocktails.
Burberry has transformed The Standard, Ibiza, with custom check loungers, parasols, branded boat "Check Mate," seasonal essentials sold on-site, DJ sets, and cocktails framed by Mediterranean views.
Guess has partnered with Phi Beach Club in Porto Cervo, Sardinia, offering Mediterranean luxury with custom loungers, Dom Pérignon by Michelin-starred chefs, and vibrant music events.
Loro Piana has taken over La Plage, Saint Tropez, with a sophisticated summer campaign and dual old-money aesthetics with lively twists.
Casablanca has a seasonal takeover at The Surf Lodge, offering vibrant collections tied to waterside vacation lifestyles, continuing until Labor Day Weekend 2025.
These luxury brands are elevating beachside leisure by merging their fashion aesthetics with exclusive physical spaces—beach clubs—offering curated atmospheres including branded furniture, dining, cocktails, live music, wellness, and retail pop-ups selling limited-edition collections exclusive to these summer spots. Notable summer destinations for these collaborations include Ibiza, Capri, Forte dei Marmi, Portofino, Sardinia, Saint Tropez, and other elite Mediterranean locales, as well as some in the USA and Bali, making beach club fashion takeovers a global trend in 2025.
This trend reflects a growing desire among luxury brands to create experiential retail environments that go beyond fashion collections, offering guests a full lifestyle immersion during peak summer vacations. In Capri's main town, there are two new Bottega Veneta shops and a single Giorgio Armani one, all open for the full summer season. Additionally, there are two new boutiques at Monte Carlo Beach Club for impulsive purchasing needs.
Rosie Paterson, another contributor to our platform, covers fashion, art events, and the best pies in London. Amie Elizabeth White joined our platform in 2022 and regularly contributes to the London Life section, compiles the weekly Barometer feature, and writes for Luxury London.
References:
- Luxury fashion brands transform beach clubs into immersive experiences
- Dior takes over Il Riccio beach club in Capri for the fifth consecutive year
- Jacquemus brings California cool to St Tropez with temporary shop
- Missoni and Casablanca bring color and vibrancy to beach clubs in 2025
In 2025, the fusion of fashion-and-beauty and travel is evident as luxury brands such as Dior, Louis Vuitton, Jacquemus, Missoni, Longchamp, Burberry, Guess, Loro Piana, and Casablanca transform beach clubs into immersive experiences, offering a lifestyle that incorporates branded furniture, dining, cocktails, live music, wellness, and retail pop-ups selling limited-edition collections exclusive to these summer spots. This trend is not limited to the Mediterranean, as it also extends to Bali, USA, and other elite locations, making beach club fashion takeovers a global trend.
These collaborations and locations, including Dior's takeover of Il Riccio beach club in Capri, Jacquemus' temporary shop in St Tropez, and Casablanca's seasonal takeover at The Surf Lodge, among others, reflect a growing desire among luxury brands to create experiential retail environments that cater to a full lifestyle immersion during peak summer vacations.
