This summer, the beaches of the Mediterranean are changing. Big names in fashion and luxury are directly taking over the beach club the most exclusive. From Saint-Tropez to Marbella, via the Athenian coast, these 2026 collaborations transform deckchairs into veritable showcases of their stylistic universe.
Gucci at La Rose des Vents
From May to October, the Italian brand is setting up shop this season at La Rose des Vents, bringing its highly recognizable retro style. One of Gucci's signature symbols, the Flora motif, adorns the entire space.
Designed by Vittorio Accornero at the initiative of Rodolfo Gucci for Princess Grace of Monaco, this iconic print is now available on beach club lounge chairs, parasols, towels and tableware, displaying dynamic shades of pink, green and red.
In addition to this acquisition, and in honor of the deep connection that unites the brand with Monaco, Gucci has created a special range of clothing and accessories, presented in different shades of red, which are available only in the Monte Carlo store and online.
This project blends the Italian elegance of the 1960s with the charm of the Var coast. The restaurant also offers a menu tailored to this style, proving that fashion is now also appreciated on the plate.
Gucci La Rose des Vents
Pampelonne Beach, Ramatuelle
The Portofino Chime by Dolce & Gabbana
On the Ligurian coast, in the heart of the preserved bay of Paraggi near Portofino, Dolce & Gabbana has signed a total reinvention of the mythical beach club Le Carillon for the summer season of 2026.
Moving away from its traditional baroque motifs, the house is adorning the establishment this year with its brand new creation: the "Verde Maiolica" pattern. This exclusive design intertwines white graphics and an intense green that directly echoes the crystal-clear waters and vegetation of the Riviera.
From parasols to deckchairs and the pop-up restaurant Vesta, the place offers an absolute graphic immersion, complemented by a pop-up shop with vertical stripes typical of the dolce vita.
The Portofino Carillon
Via Paraggi a mare, 10, 16038 Paraggi GE, Italy
Emporio Armani at Vega
Emporio Armani has set up shop at Vega Beach, located on the Boulevard de la Croisette, facing the sea and just steps from the Carlton Hotel. The brand infuses the space with its dynamic and contemporary aesthetic, adorning it with its graphic patterns and signature colors, perfectly blending the Italian brand's sporty-chic spirit with the gentle ambiance of the coastline.
From June 3rd to December 31st, a rich mix of burgundy, sand color and pale ivory shades inhabits the spaces.
The elegance of the table setting and the staff's attire add to this arrangement, extending the style of the venue to the service and the customer experience.
Vega Beach
Boulevard de la Croisette, 06400 Cannes
Burberry at Belles Rives
Further west, on the French Riviera, Burberry has taken up its summer residence at the Belles Rives hotel in Antibes. The British firm's famous motif adorns the terraces and the historic beach club, reimagined in the signature Belles Rives blue.
For this collaboration, Burberry reinterprets Art Deco glamour. On the hotel's iconic terrace, guests can enjoy Burberry ice cream overlooking the Mediterranean, while at the Fitzgerald Bar, Burberry cushions and parasols will complement dinners.
Until September 30, visitors to Cap d'Antibes will also be able to enjoy tailor-made experiences, including water skiing, a sport that originated in this mythical bay.
Hotel Belles Rives
33 Bd Edouard Baudoin, 06160 Antibes
Burberry at One&Only Aesthesis
For those venturing away from France, the Athenian Riviera welcomes Burberry, which adorns the exteriors of the One&Only Aesthesis hotel.
The famous checkered pattern of the British brand is revisited here in summer colours to decorate parasols, cushions and outdoor spaces.
This partnership shows how a traditional house can adapt to a modern and sunny seaside setting.
These temporary collaborations confirm a strong trend: beach clubs have become the new arenas for fashion brands to express themselves.
By setting up shop by the water, luxury homes are no longer just selling a product, but a moment of life and holiday memories.
One&Only Aesthesis
Leof. Poseidonos 110, Glifada 166 74, Greece
Guess in Zanzibar
For travellers seeking more distant horizons, Guess crosses the Indian Ocean and sets up shop in Zanzibar.
The American brand transforms a beach club into a tropical sanctuary where its prints and Californian style blend with the whiteness of the fine sand and the turquoise waters of East Africa.
This partnership demonstrates that the trend of beach takeovers by fashion houses no longer knows any borders, now exporting itself to paradisiacal destinations to offer a total disconnection.
Guess Island
Bawe Island, Zanzibar
