Beyond restaurants and cafés, another venture global fashion brands are exploring is the beach club — a seaside retreat equipped with full amenities for relaxation.
Lately, high-end brands have shifted their marketing strategies beyond traditional collection launches, expanding into new areas to better promote their products. Opening a beach club, while not always a permanent venture, is a compelling approach. Creating an environment and story around the brand leaves a lasting impression, especially for summer collections that naturally align with the beach club concept.
Let’s take a look at what each brand’s beach club looks like.
DIOR at Shellona Beach, Saint-Tropez
Although not a permanent establishment, last summer in 2023, Dior teamed up with Shellona Beach, a Mediterranean-style hotel in Saint-Tropez, France, to launch the Dioriveria Pop-up Store — a paradise for lovers of sun, sea, and Dior’s exclusive collections.
The pop-up featured a boutique showcasing special pieces such as the Toile de Jouy Sauvage and Toile de Jouy collections, alongside an outdoor lounge area adorned with Dior-patterned pink cushions, blankets, and umbrellas, offering a perfect spot to relax after shopping.
Louis Vuitton at Zuma Mykonos
From 1 August to 4 September 2023, global fashion powerhouse Louis Vuitton partnered with Zuma, a contemporary seaside restaurant in Mykonos, Greece, transforming it into a beach club. Guests enjoyed LV’s special By the Pool collection, inspired by the deep blue of the Aegean Sea and featuring the brand’s signature monogram as a standout highlight.
Gucci at Côte d’Azur
Against the backdrop of the white sands and deep blue waters of the Côte d’Azur, Gucci unveiled its Summer Series 2023 collection at the local seaside restaurant Loulou. Traditional sunbeds were transformed into luxurious modern lounges in shades of white, blue, and red, paired with yellow-and-white beach umbrellas prominently featuring the Gucci name. A small pop-up store on site also offered the brand’s vibrant products, giving guests a first look and early access.
Jacquemus at Cala Jondal
Located at Cala Jondal in Ibiza, Spain, with its reddish-brown sandy beach and the vast Mediterranean Sea, Jacquemus chose this stunning setting to launch its Summer 2025 pop-up store. The brand highlighted yellow, white, and black in its design, creating a striking visual identity. Guests could first explore the new collection before moving to the beach club area, where they could relax on yellow-and-black loungers and enjoy Mediterranean cuisine prepared by chef Rafa Zafra at Cala Jondal.
Fendi at Puente Romano Beach Resort
Another fashion brand that brought a warm yellow glow to Summer 2024 is Fendi. The brand took over the beach club area of a resort, redesigning it in yellow and brown tones and incorporating its signature Pequin stripe logo across cushions, sofas, counters, and beach umbrellas — perfectly complementing the bright Spanish sun. Nearby, the pop-up store was styled with the same color palette and patterns, offering a clean, airy, and easy-to-navigate shopping experience.
Giorgio Armani at Soho House’s Little Beach House, Malibu
This stunning beach house was transformed into a luxurious blue-and-white retreat, featuring surfboards, blue-toned plants, light brown grasses, and blue cushions adorned with white leaf patterns. It showcased Giorgio Armani’s exclusive Mare Collection 2024, an event reserved for the brand’s VIP members. The launch attracted numerous Hollywood stars, including Lili Reinhart, Henry Golding, Max Minghella, and Chase Stokes.
Dolce & Gabbana at La Cabane
Given the fame and popularity of La Cabane Beach Club in Spain, Dolce & Gabbana chose it as the perfect location for their pop-up store. The space was adorned with striking blue-and-white prints inspired by the Mediterranean Sea, perfectly complementing the brand’s bold and colourful summer collection.
Although these fashion brand beach clubs have now closed, we can look forward to their return in the coming years—either at the same locations or new ones. For those wanting a taste of this exclusive beach club experience, follow #legend across all platforms for the latest updates—we’ll bring you the news first.
