This summer, fashion houses are following their customers to the beach, taking over clubs, opening stores, and competing for the fanciest events
Fashion brands are expanding their influence far beyond the confines of the catwalk, venturing into a diverse array of sectors—from sports to cinema—and now, they’re making a splash in the luxury hospitality industry, especially as summer beckons. It’s clear that fashion houses have tuned into the desires of today’s younger generations and luxury costumers, who seek more than just the latest trends; they are after immersive experiences that seamlessly integrate fashion into every aspect of their lifestyles.
Is this merely a fleeting trend? Far from it. Wander through the streets of Paris, Milan, or London, and you’ll see a burgeoning phenomenon where high-end brands transform everyday spaces into branded escapes. Chic cafés, fashionable bars, and even the trendiest newsstands are becoming sophisticated stages for labels to transcend conventional shopping experiences.
@nssedicola 👀 Un po’ di voi sono venuti a trovarci ieri sera all’evento di apertura di nss edicola a Milano. L’edicola rimane aperta tutti i giorni fino al 26/04 dalle 10:00 alle 19:00 in Piazza Giovine Italia! #nssedicola #edicola #milano #milan #event #party #streetparty ♬ clouded x YDKMN - DJ Short
Want to spot these fashion-branded havens? A quick scroll through social media will reveal a treasure trove of photos from fashionistas flaunting their latest finds in these stylish settings. Turning our focus to the hospitality sector, we are witnessing a new wave of luxury as brands transform summer beach destinations into exclusive retreats. By taking over the most prestigious beach clubs, opening fancy stores and pop-ups, and orchestrating extravagant seaside events and catwalks, these fashion houses are delivering something immersive and sophisticated for their clientele. On the one hand, these ventures offer brands a prime opportunity to follow their customers from the city to the shore; on the other, they highlight and elevate the beauty of spectacular natural settings, ensuring that these hidden gems are finally recognised.
@amicamagazine I #fashionbrand aprono i #beachclub piu esclusivi dell’#estate2023 ⛱️ Proprio ieri @Jacquemus ha inaugurato una boutique a Romantuelle, a Saint Tropez, e per l’occasione ha arredato l’intera spiaggia con lettini e ombrelloni giallo sole. Come lui anche @Dior, @Fendi, @Gucci e #Loropiana, hanno brandizzato alcuni dei lidi più belli del Mediterraneo ispirandosi alle loro collezioni cruise. Qual è il vostro preferito? #luxurybeach #fashionbeachclub #jacquemus #diorriviera #diorcapri #guccisummerstories #summervibes #tiktokfashion ♬ OUT NOW Enzo Smooth Operator - Enzo is Burning
But why do people actually flock to these exclusive, hyper-expensive summer retreats? The reasons can cary, from capturing the perfect photo op with a beloved brand to indulging in ultimate comfort and bespoke service. What unites them is the allure of impeccable aesthetics and the promise of a memorable, Instagram-friendly vacation. As we finally embrace the summer we’ve been yearning for, let’s explore 5 of these summer venues where fashion has made its mark. Are they truly the best of the season or just a hype?
Explore the Italian “Dolce Vita” with Jacquemus Amidst the Charm of Capri
The super-cool French brand Jacquemus, a favourite among Gen Z, has arrived in Capri, the glamorous island in the Tyrrhenian Sea that’s a magnet for celebrities and fashionistas from all over the globe. This stunning destination embodies the essence of “Dolce Vita”—a celebration of life’s pleasures and indulgences. Capri’s streets are lined with the world’s most luxurious brands and have even served as the backdrop for iconic advertising campaigns like Dolce & Gabbana’s Light Blue fragrance.
It was against this breathtaking backdrop that Jacquemus recently launched their latest campaign, hosted a spectacular fashion show, and marked the opening of their new boutique at 61A Via Camerelle, designed with an irresistibly Mediterranean flair.
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What truly captured my heart? It’s Jacquemus’s brilliant knack for crafting unforgettable advertising campaigns. Having wowed us with mind-blowing, fun-filled AI-generated scenarios, they’re now bringing the vibrant spirit of Capri to life by blending dream-like, larger-than-life elements with the island’s stunning real-world settings. Isn’t it just brilliant?
Furla Eyewear Takes Over Parea Mare: A Seventies-Inspired Summer Chic in Santa Margherita
Liguria is a premier summer destination for Italians and international visitors alike, and within this stunning region, there’s no place more stylish than Santa Margherita. This glamorous hub of Ligurian nightlife, brimming with luxury boutiques and chic venues, is the perfect backdrop for Furla Eyewear’s latest summer take-over.
Furla Eyewear makes its debut at Parea Mare in Santa Margherita Ligure. Courtesy of Furla
This season, the iconic Italian brand has transformed Parea Mare, one of the area’s trendiest bars, into a homage to their new sunglasses collection from the De Rigo Group. Inspired by the aesthetics of the 1970s, Parea Mare now features striped patterns on everything from the seats and cushions to the table settings and staff uniforms.
Shifting from Italian Charm to Arabian Glamour with Dolce&Gabbana
Dubai has long reigned as a top luxury destination, known for its lavish restaurants, grand hotels, and striking architectural feats. Now, Dolce&Gabbana is adding a new layer of glamour to the city with a collaboration with Ounass at Atlantis The Royal’s Cloud 22.
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This ultra-luxurious resort is the perfect destination for Dolce&Gabbana’s iconic Majolica print, featuring iconic blue and white hues. The resort’s sky pool has been transformed into a Mediterranean-inspired oasis with Dolce&Gabbana’s in-water beds and loungers, offering guests a taste of Italian elegance amidst Dubai’s dazzling skyline.
Meanwhile, on the Galleria level of Atlantis The Royal, a chic pop-up store is showcasing pieces from Dolce&Gabbana’s latest collections.
Dreaming of the Iberian Peninsula with Alberta Ferretti
On the sun-drenched island of Majorca, known for its breathtaking beauty and Mediterranean allure, the luxurious Hotel de Mar Gran Meliá has teamed up with the renowned Italian fashion house Alberta Ferretti to design the exquisite Bombon Pool Club.
Alberta Ferretti and Gran Meliá, the Spanish luxury hospitality brand of the Meliá Hotels International Group, celebrated the launch of the Bombón Pool Club at the Hotel de Mar in Palma de Mallorca. Courtesy of Alberta Ferretti
Imagine lounging by a pool adorned with Alberta Ferretti’s signature tie-dye prints in serene shades of blue or relaxing on the sunbeds set against a backdrop of beige tones at the beach and pool bar.
Ending with a Bang: Tommy Hilfiger’s Mykonos Grand Opening
If you’re craving sun, sea, and a splash of style, Mykonos is the place to be, and Tommy Hilfiger has just made it even more irresistible. The island’s heart beats a little faster with the grand opening of Tommy Hilfiger’s dazzling new store, decked out in the brand’s classic red, white, and blue.
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This hot new spot has already attracted a flurry of international influencers, all eager to capture the perfect shot against the store’s backdrop. Adorned in the latest Tommy Hilfiger collections, they’re showcasing summer looks that blend classic American cool with island chic.