Luxury took over the summer: top 11 beaches with Gucci sun beds or Dior towels

When you’re a fan, then… let’s give it all to the brand. Why just only a bag, or a pair of beautiful shoes, or a fluid dress and some cool jackets? Why not match your swimming suit to the sun bed or the stand up paddle? Luxury took over the summer: I put here top 11 beaches with Gucci sun beds or Dior towels. Jacquemus, Valentino, Fendi, Loro Piana, Louis Vuitton, Dolce&Gabbana and Missoni adopted the trend. 

Fashion houses are racing to revamp summer hotspots with their monogrammed sun beds, towels, umbrellas and exclusive boutique experiences. From Italy to Dubai, Spain or China, here are some of the most luxurious ephemeral pop-ups fashion beaches this 2023. (READ HERE – also a story about fashion luxury brands in the video games industry)

1. Dior at Nammos beach in Dubai – it is probably one of the “oldest” branded beaches. Sushi, cocktails, live music and, of course, branded Dior sun beds, umbrellas, towels and even walls for fashionista looking for Instagram spots. (Read HERE about things to see and do in Dubai)

2. Gucci at Loulou Ramatuelle in Saint-Tropez@gucci – the brand stampped their double G’s on everything from the beach towels to the lounge pillows to the umbrellas and cabanas. Guests can indulge in a cocktails and menu curated by Giardino 25, Gucci’s Florentine restaurant, while enjoying their view of the Mediterranean. Oh, and of course there’s also a Gucci pop-up shop, featuring a number of limited-edition Saint-Tropez pieces. (Read HERE about travelling in Provence)

3. Valentino at Palazzo Avino, Ravello, Amalfi Coast, Italy @maisonvalentino – here, Maison Valentino did a “Summer Beach Takeover.” The pop-up is dedicated to the brand’s new capsule collection, Escape 2023. The fashion house transformed the hotel’s Clubhouse by the Sea by providing custom furniture, such as deckchairs and beach umbrellas; each piece of furniture carries Valentino’s iconic shade of red. There is also a boutique within the hotel’s grounds that offers pieces from the Escape 2023 collection.

4. Jacquemus@jacquemus – at Indie Beach, in Saint-Tropez, France, offers its guests a chance to sunbathe under Jacquemus’ bright yellow sun loungers (plus a SUP to enkoy on water). The beach is followed by a pop-up Jacquemus boutique, displaying its Éte capsule. (Read HERE about an #arttravel in Provence)

5. Fendi – @fendi – for Puente Romano, Marbella, Spain@chiringuitopuenteromano. The first-ever Fendi beach club takeover gave the guest the opportunity to enjoy the elegant space filled with vibrant colours and unique Fendi prints. The fashion house also has a pop-up store close to the Chiringuito that displays key items of Fendi’s new collection. 

6. Loro Piana – @loropiana – at Saint-Tropez’ La Réserve à la Plage luxury beach club – @lareserve_plage. Loro Piana’s iconic colours are all over beach towels and parasols. The Maison has also personalised a boutique at the beach club that makes the Summer Resort 2023 Collection available for purchase. 

7. Louis Vuitton – @louisvuitton – LV By The Pool, Huangcuo Beach on Xiamen Island, China. An invitation to plunge into the essence of getaway, the Maison presented a selection of timeless creations for the season at the Summer Resort and Pop-Up Store. Plus some cute sun beds and chairs.

8. Dior at Ember Beach Club – One&Only Desaru Coast, Malaysia@oodesarucoast – Dior’s emblematic toile de Jouy Sauvage motif blooms bright at the seaside destination, flourishing across beachfront cabanas, sun loungers and pools, leading to sand-sculpted retail spaces by the coast.

9. Off-White – @off___white – at Casa Jondal Beach, Ibiza@casajondal. Relax in style with the sun beds, umbrellas and pillows branded with Off-White, along with the newest items from their summer collection. 

10. Dolce & Gabbana – @dolcegabbana – In Marbella, at @lacabanemarbella. Enjoy the sun, the food of the Michelin star chef and the beautiful lounges signed D&G for this summer. 

11. Missoni – @missoni – Nikki Beach, Costa Smeralda, Sardinia@nikkibeachcostasmeralda. The resort has reimagined its luxury beach club as Missoni Resort Club. The signature Missoni zigzag pattern can be found all over beach towels, parasols, cabanas and loungers.

Plus: this summer is full of nice surprises from luxury brands – from surf boards of Chanel (and some even cooler pop-up boutiques around the world – from Bodrum to Croatia and Capri – read here) to paddles of Gucci, Hermès fitness & gym lounge (until now in Singapore and Los Angeles) and even a Dior Riviera Cruise in Paris, on Seine. The summer sound glamorous, isn’t it? 

Photography: Instagram accounts of the brands.