Let’s get one thing straight: the beach club scene was overdue for a reinvention. And in typical fashion, well—fashion delivered. What started as a few quiet pop-ups has become a full-blown coastal takeover, with the world’s most iconic maisons transforming summer retreats into luxury universes you don’t just visit—you live inside.
If it all feels a little surreal, that’s because it is. But also? It’s working.
Fashion Packs for the Beach (and Brings the Chefs)
Gone are the days of static storefronts and polite product launches. In 2025, luxury brands are showing up in person, setting up seasonal residences across Capri, Costa Smeralda, Saint-Tropez—and yes, even lesser-known Greek and Croatian islands that until now, only your most insufferable friend with a boat knew about.
But this isn’t about selling things. It’s about orchestrating moments. Think: Michelin-starred menus under palm fronds, immersive boutiques that feel more like curated homes, and DJ sets at golden hour where everyone looks like they belong in a Slim Aarons photograph. In other words, it’s not retail—it’s romance.
Swarovski Reimagines Portofino, One Crystal at a Time
Portofino, that postcard-perfect Ligurian gem, just got a bit more sparkle—thanks to Swarovski. The Austrian crystal house has taken over the terrace of Cracco’s famed restaurant, turning it into a shimmering homage to la dolce vita.
Color-drenched table settings glint under the Mediterranean sun, while a photo booth (yes, still a thing) lets diners document their crystalline lunches. But the real story is in the details: Swarovski x Rosenthal plates, custom cocktails, and dishes that look like edible art.
You might call it extravagant. We’d call it excellent timing.
Jacquemus in Monaco: A Masterclass in Mediterranean Cool
Simon Porte Jacquemus has never been subtle. So when he turned Monte-Carlo Beach Club into his seasonal playground, no one was shocked—it was more of a “finally.”
His aesthetic—bold yellow banana meets whispery coconut milk and black stripes—takes over everything from parasols to pool chairs. Inside, two boutiques read more like an art collector’s pied-à-terre: think casually stacked books, ceramics that may or may not be functional, and just enough Matisse references to keep it chic.
It shouldn’t work. But, of course, it does. This is Jacquemus, after all.
Louis Vuitton’s Sweetest Summer Yet
Over in Forte dei Marmi, Louis Vuitton has decided that gelato deserves the high-fashion treatment. Their summer pop-up—a vintage-green kiosk straight out of a Fellini dream—serves ten classic flavors plus two that could double as haute pâtisserie.
- Vivienne: Portuguese milk gelato with a swirl of mandarin
- Gaston: A decadent nod to zuccotto, complete with sponge cake and dark chocolate crisp
It’s open from 4 to 10 PM daily, right when everyone steps off the beach and into their aperitivo mindset. And yes, the cones are shaped like flowers. Would you expect anything less?
Saint-Tropez Gets a Culinary Comeback
Meanwhile in Saint-Tropez, Louis Vuitton reopens its Michelin-starred dining concept at Hotel White 1921. Helmed by chefs Arnaud Donckele and Maxime Frédéric, the new menu is a celebration of what summer cooking should be: local, seasonal, and a little theatrical.
Highlights include chanterelle ravioli and roasted chicken with velvet sauces served on porcelain from the “Constellation” collection. Dining under custom Resort 2025 floral motifs and soft Mini Bell lamps? It’s the kind of synergy only luxury can pull off.
Oh—and the Saint-Tropez outpost has quietly become the headquarters of the Louis Vuitton Culinary Community. It’s less secret society, more global flavor diplomacy, but still, the exclusivity lingers.
What It All Really Means
Let’s be honest: this summer fashion takeover isn’t just about aesthetics. It’s about control. By embedding themselves in every element of a destination—food, music, design—brands don’t just capture attention. They become the experience.
And for the customer? It’s less about acquisition, more about immersion. You’re not just buying a dress. You’re ordering dessert from a chef who collaborated with the brand behind it, at a pop-up restaurant named after their muse, while the sun sets on a bay curated to match the campaign’s color palette.
The Line Between Life and Luxury Has Blurred
In 2025, the line between lifestyle and label is no longer blurred—it’s vanished. From Swarovski’s glitter-drenched Portofino lunch to Jacquemus’ curated Monaco beach days and Vuitton’s edible fantasies, luxury brands have turned summer into a stage. And let’s face it: most of us are happy to play our part.
Because once you’ve tasted fashion’s vision of vacation, going back to reality feels a bit…underwhelming.