Fashionable beach club? Literally! For several years now, the phenomenon of beach clubs branded by fashion system giants has been gaining popularity.

What is meant by this? Luxury giants are invading hospitality to carry their brand or ‘motif’ on umbrellas, deck chairs and sunbeds, to bring the summer season to life while maintaining the glamour of their favorite brand. And not only that, some of these brands are flanking you boutiques or pop up stores by putting limited summer edition garments on sale.

Where are they? We have selected some of them for you:

After last year in Portofino, Missoni flew all the way to Sardinia, specifically to the Nikki Beach Costa Smeralda to customize furnishings and fabrics in colors from deep blue to emerald green. Crystal clear sea, fine sand and accessories by Missoni? We are there!

Valentino chose the Amalfi Coast for his takeover, signing the Club House by the Sea at the 5-star Palazzo Avino hotel in Ravello. In addition to a pop-up that will feature clothes and accessories from the Valentino Escape 2023 collection for the summer months, the collaboration continues by contaminating deckchairs, sunbeds, and umbrellas by recalling the brand’s armor!

Louis Vuitton calls Forte dei Marmi!Louis Vuitton calls Forte dei Marmi! Alpemare’s lido is tinged with the iconic Monogram Giant in shades of blue and beige! The customization of the lido will remain until the end of August, where refined gazebos recall the bag created in a limited edition: the Neverfull.

Also attracted to the summer theme was Jacquemus, which in addition to opening temporary pop-ups in more than ‘Instagram friendly’ locations-such as Portofino-branded the lido in Ramatuelle (a commune in France) with yellow and blue striped beach equipment. The same beach resort also appealed to the Florentine fashion house Gucci,which decided to sign the Loulou Ramatuelle beach club, bringing back the red striped pattern that recalls the brand, and the blue of the sea.

DG Resort is the name of the take-over by Sicilian fashion house Dolce e Gabbana, which chooses four different exclusive places to show off its summer concept: Taormina, St. Tropez, Marbella and Capri! The deep blue and pure white of the Mediterranean Blue print enhances the atmosphere of the Mediterranean vacation. The bright colors of the Carretto Siciliano print are the brand’s declaration of love to Sicilian traditions.

Specifically dressing Dolce & Gabbana are the Grand Hotel Quisisana resort in Capri, the San Domenico Palace in Taormina, which dresses up the entire hotel pool area and its terrace, La Cabane, a beach club part of the Los Monteros resort in Marbella, and finally, in St. Tropez, Casa Amor, the bohemian-flavored beach club, a location chosen by Dolce&Gabbana to reinterpret the Carretto fantasy in an unusual key.

In short, a glamorous summer in every way. Which one do you prefer?
Let us know if you will stop by even if just for coffee!

by Giorgia Dallasio
July 20, 2023