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NEWS
FASHION ANSWERS THE CALL OF THE MEDITERRANEAN
By Amandine Rouhaud | June 30, 2023
“She more Cancún, he more Saint-Tropez", affirms Beyoncé in her song Energy. Iconic vacation destination of popular 1960s icons like Brigitte Bardot, Saint-Tropez has built a strong reputation as the fashion world's beating heart in summer. Still today the French Riviera attracts major brands, some of which have chosen to make a big splash in the region this season. Let's take a look at the unmissable landscape.
LUXURY BRANDS GO COASTAL
This summer, several big names in fashion and in the world of luxury decided to unpack their suitcases along the Riviera. At the top of the list, Jacquemus who, for this summer 2023 season, opened Indie Beach at Ramatuelle with a look that's 100% Jacquemus. With lemon yellow parasols and beach recliners, the shoreline has a whole new look thanks to this blessed child of the south.
In tandem with the beach, a brand pop-up store is open until October 10th.
The Jacquemus beach at Ramatuelle
This season, the Italian house of Gucci also chose to summer in Ramatuelle. The restaurant Loulou's beach has gotten a complete Gucci makeover, in chic navy and red with a touch of sunny yellow. That's the colour code of summer under the sign of Gucci! The beach is part of Gucci's Summer stories, with 8 European beaches in all (Saint-Tropez, Forte Dei Marmi, Capri, Marbella, Mykonos, Cannes and Ibiza) all decked out in brand colours.
The Gucci beach at Ramatuelle
Until September 20th, on the Shellona beach in Pampelonne, Dior has set up camp. The brand has pushed the concept even farther, offering not just a beach and restaurant, but also a pop-up shop that spotlights the brand's iconic motifs: the toile de jouy, available in pink and grey for the season. The boutique also features the new Dior Maison collections as well as exclusive items like surfboards!
The Dior beach in Pampelonne
Symbol of the Dolce Vita, the Italian brand Armani has also set up in Ramatuelle for the summer. The Milan-based fashion house chose the Bagatelle beach for its summer pop-up, called Armani Mare. Ensconced in blue decor, iconic colour of the summer season, beachgoers can sip on Bellini Sbagliattos, which are also available in the Emporio Armani café in Milan.
Armani Mare is open from July 1st to August 31st
The Armani beach in Taormina, Italy
La griffe américaine Guess se joint à la célébration de la méditerranée en investissant pas moins de 4 plages depuis le 23 juillet dernier. C'est au Blue Marine à Ibiza, Phi Beach en Sardaigne, Yuzu en Turquie et Arienzo à Positano en Italie que Guess a décidé de poser ses valises pour la saison estivale. Quatre lieux à l'ouverture certaine sur le bassin méditerranéen. Les plages signées Guess se parent d'un bleu marin, qui n'est pas sans faire écho au bleu de la mer ! Des coussins aux serviettes, tout le mobilier reprend l'identité visuelle de Guess pour des plages teintées de luxe.
La plage Guess à Phi Beach en Sardaigne
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