How designer brands celebrate summer

Beach clubs transformed into pop-up boutiques, hotels turned into designer hotspots and beaches awash in Jacquemus yellow. Many fashion brands are pulling out all the stops this summer to introduce their new collections in original ways.

Beach clubs that are transformed into pop-up boutiques, hotels that are transformed into true designer hotspots and beaches that turn 'Jacquemus yellow'. Many fashion brands are going all out this summer to introduce fashion fanatics to their new collections in an original way.

Dior renames Beverly Hills Hotel

Dior kicks her Dioriviera Summer Capsule 2023 at several iconic locations around the world, including Saint-Tropez, Bali, Seoul, Phuket, Kyoto and Capri. This is also the case in Los Angeles. Here, the fashion house will rename the Beverly Hills Hotel into a pink palace until September 4. Designed by creative director Maria Grazia Chiuri, the colors pink and gray are central to the new collection. The French brand also released a series of summer essentials, including a surfboard, parasol and a yoga mat. These should certainly not be missing at the hotspot in Los Angeles.

Jacquemus Beach

Lemon-coloured sunbeds and parasols; Jacquemus will open a pop-up beach boutique on the French Riviera this summer. The fashion house will show its latest collection in Saint Tropez until September. The beach is lined with sunbeds and parasols in lemon-colored tones, of course with a logo. The boutique takes a more minimalist approach. Inside, lovers of the brand will find the latest Été capsule collection consisting of hats, gold earrings and the latest version of the iconic Chiquito and Le Bisou bags.
 

Loro Piana brings Italy to the French coast

Loro Piana decided to bring a piece of Italian craftsmanship to the French coast. Once again in Saint Tropez, the brand is transforming the exclusive beach club La Réserve à la Plage into a pop-up boutique. The latest Summer Resort 2023 collection is available in the boutique. Swimsuits, straw hats and handmade linen beach bags adorn the beach here this summer. 

Messika opens café

From May to October, Messika will open her very first café on the roof of Printemps Haussmann in Paris. Guests can enjoy the culinary delights of chef Juan Arbelaez during the day and spend their evenings with champagne and music.

Off-White settles in Ibiza

Casa Jondal in Ibiza will be temporarily taken over by Off-White this summer. The brand transforms the beach club with, among other things, tailor-made co-branded towels, sunbeds, cushions, sofas and more.