Why Fashion Brands Are Taking Over Beach Clubs

The trend of seasonal beach club takeovers traces back to Coco Chanel, who opened boutiques in Deauville and Cannes decades ago. Today, Dolce & Gabbana, Gucci, Jacquemus, Dior, Burberry, Emporio Armani, and Missoni have perfected the formula, and summer 2026 might be the most ambitious season yet.

Dolce & Gabbana: Eight Locations in One Summer

D&G is the undisputed pioneer of the beach club takeover. For summer 2026, the brand has rolled out eight destinations stretching from Sardinia and Ibiza to Tuscany, Marbella, Sicily, and even New York’s Long Island. Each location gets its own iconic print: yellow Maiolica Gialla in Porto Cervo, the animal-inspired Leo motif in Ibiza, tropical Banano in Forte dei Marmi, and the blue-and-white Blu Mediterraneo in both Taormina and Montauk.

Gucci’s Flora Print Turns 60 in Monaco

The Flora print was born in 1966 as a gift for Princess Grace of Monaco. Sixty years later, it’s come full circle: Gucci has taken over La Rose des Vents beach club on Larvotto Beach, where floral loungers line the shore and Belgian artist Mark Colle has installed oversized blooms rising straight out of the sand.

Jacquemus Goes Double: Monaco and Bodrum

Simon Porte Jacquemus is everywhere this summer. In Monaco, he’s taken over Monte-Carlo Beach with the banana-yellow and striped coconut-white palette of his La Croisière collection. On Turkey’s coast, Jacquemus also transformed Blue Beach at the Mandarin Oriental, Bodrum, complete with striped beach buggies shuttling guests straight to the new boutique.

Dior Returns to Saint-Tropez and Capri

After years of renovation, the legendary Dior des Lices café is back in Saint-Tropez, this summer with a menu from Michelin-starred chef Mauro Colagreco. On Capri, Dior’s beloved Dioriviera pop-up continues at Il Riccio, dressing the cliffside beach club in its signature blue-and-white Toile de Jouy stripes above the Blue Grotto.

Burberry, Emporio Armani, and Missoni Join the Party

Burberry chose Hôtel Belle Rives on Cap d’Antibes — F. Scott Fitzgerald’s former summer home — and dressed it in its signature check, reworked in navy and cream. In Cannes, Emporio Armani took over Vega La Plage right next to the Carlton Hotel, while on Ibiza, Missoni splashed its signature turquoise and emerald stripes across the pool deck at OKU Ibiza.

The Beach Club Is the New Fashion Runway

For anyone heading to the Mediterranean this year, the takeaway is simple: an ordinary beach day can turn into a walk through the season’s hottest collection, no boutique required.

Sources: world.dolcegabbana.com, cntravellerme.com, cntraveller.de, vogueadria.com, theimpression.com, montecarlosbm.com, luxus-plus.com.

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“Creative vision, iconic design, and innovative spirit,” the Italian fashion and home deco brand said about the collaboration with the German brand specializing in writing instruments.

Each item features an all-over print of one of Dolce&Gabbana’s timeless patterns, perfectly paired with the ink color.

The vibrant tradition of the Carretto Siciliano is matched with Milky Yellow, the unmistakable Leopard print with Beige, while the black and white Zebra print and Blu Mediterraneo motif correspond to Black and Cloudy Blue.

D&G is known for its vibrant prints, such as the Verde Maiolica, which has inspired their summer beach club in Portofino.

The prints featured in the STABILO collaboration were featured in their other beach clubs. In Marbella, Spain, La Cabane Beach Club is dressed in the Blu Mediterraneo print.

While in the south of France, in Saint Tropez, their Casa Amor Beach Club is adorned with the vibrant Carretto Siciliano print.

Dolce&Gabbana x STABILO packaging is a true reflection of their signature style: the highlighters and marker are housed in a box adorned with the signature motif.

The new collection of highlighters made its debut on September 28th at the Dolce&Gabbana newsstand in Corso Venezia 19, Milan, and is now available exclusively on dolcegabbana.com and at select STABILO retailers across Europe.

Photos © Dolce&Gabbana

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What is the Dolce & Gabbana Beach Club?

Dolce & Gabbana are known for their lavish summer pop-ups all around Europe.

In the south of France, in Saint Tropez, their Casa Amor Beach Club is adorned with the vibrant Carretto Siciliano print.

Photo by Thibaud Gegeor.

In Marbella, Spain, the brand opened the La Cabane Beach Club featuring their renowned Blu Mediterraneo print.

In previous years D&G took over some of the fanciest beach clubs in Capri, Taormina, St. Tropez and more.

The new addition that opened at the beginning of June 2024 is Le Carillon Beach Club near Portofino, Italy. It features a pop-up store and a restaurant run by Vesta. The entire location has been dressed in the new Verde Maiolica print. The chairs, sun loungers, umbrellas, tiling and more is beautifully decorated with the new pattern.

What is the Verde Maiolica print?

“A tribute to the Mediterranean, blending coastal beauty and Italian heritage, echoing the essence of ‘Made In Italy’ craftsmanship and Dolce & Gabbana’s signature codes,” the brand says.

Introduced during the Milan Design Week 2024, the Verde Maiolica pattern and print comes from Dolce & Gabbana Casa, the brand’s furniture and home accessories line.

According to the D&G, the white and green print “evokes the beauty of coastal landscapes and traditional ceramic painting techniques.”

Where can you find the Dolce & Gabbana Beach Club?

The beach club is located in the small bay of Paraggi near the famous fishing village of Portofino. An exclusive Dolce & Gabbana pop-up store is found right next door to the beach club.

The exact address is Via Paraggi a Mare, 10, Paraggi, GE 16038, Italy.

The beach club, restaurant and pop-up store are open daily from 10:00 a.m. until 11:00 p.m. (and until midnight on Fridays and Saturdays).

You can visit the Dolce & Gabbana Le Carillon beach club from now until September 2024.

Sources: Instagram @dolcegabbana_casa (#1), Instagram @dolcegabbana_casa (#2), dolcegabbana.com (#1), dolcegabbana.com (#2), dolcegabbana.com (#3) Photos: Dolce & Gabbana, except where noted otherwise.

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