Summer of 2025 is all about the stylish 'Fashion Beach Clubs' - discover the trendsetting pop-ups that are dominating the scene and learn how to reservate your spot in them.
Summer 2025 is shaping up to be a season of luxury and style, as top fashion houses and beauty brands transform beach clubs and hotels into curated, branded environments offering stylish summer escapes.
At The Resort at Pelican Hill in Newport Beach, California, the "Ciao Bella!" program delivers Italian Riviera-inspired experiences. Villa guests can cruise on custom Vespa scooters and enjoy seaside and poolside sophistication, blending fashion and leisure in a Tuscan-style setting.
In Mallorca, Spain, the Bombon Pool Club by Alberta Ferretti at Hotel de Mar Gran Meliá showcases iconic Italian tie-dye prints throughout the stylish Mediterranean pool club. The activation offers luxury hospitality and a Mediterranean menu, making it a fashionable poolside hotspot open through October 2025.
Loro Piana's activation at La Réserve à La Plage in Saint-Tropez, France, features wood-sculpted loungers, artisanal detailing, and a pop-up boutique centered on their Resort 2025 collection. This sophisticated seaside leisure experience can be found on Pampelonne Beach.
Dior's "Dioriviera" summer collection takes over numerous Mediterranean coastal destinations. At locations like Ibiza, Capri, and Venice’s Hotel Cipriani, branded pop-ups, customized beach furniture, animal-shaped pool buoys, and bespoke experiences create luxury brand playgrounds.
Amiri has created high-fashion poolside vibes and pop-ups, mixing exclusive fashion with resort atmospheres in Jeddah and London. The Amiri Beach Club at The Jeddah EDITION and Selfridges London emphasizes limited-edition and customization options.
Kérastase Summer Beach Club at Rosewood Hotel Sanya in China offers a unique blend of beauty and beach lifestyle. The activation features hair and scalp diagnostics, stylists on site, playful surf school zones for photo moments, and signature fragrance experiences, extending beyond a one-time event to an immersive brand presence at the hotel and beach.
James Perse has collaborated with Indie Beach in Saint-Tropez, transforming the bathing establishment with modern rustic lounging furniture and a custom surfboard offering. The collaboration also includes a concept store offering menswear and womenswear apparel.
Burberry has collaborated with The Standard, Ibiza, transforming the hotel's rooftop with branded parasols, loungers, and seating. The collaboration features a weekly cocktail evening program with appearances by local and international DJs, and Burberry's summer essentials are available for purchase on-site.
Monte Carlo Beach hotel's shimmering pier, Pool Cafe, and two boutiques have been transformed as part of the Jacquemus collaboration.
The partnership between Zeus+Dione and Lake Vouliagmeni takes linocuts enriched with nostalgic patterns as its leitmotif. Zeus+Dione has adorned the beach club with meticulously crafted iron and fabric sun loungers, chairs, cushions, towels, and umbrellas.
Loro Piana's activation at La Réserve à La Plage in Saint-Tropez, France, and Dior's collaboration with Il Riccio at Jumeirah Capri Palace in Capri, Italy, are further examples of this fashionable trend. The encounter between Dior and Il Riccio in Capri feels like an apt introduction to the Amalfi region. A branded photo booth is available in the lobby of The Standard, Ibiza for guests to freeze a moment in time.
The fashion beach club trend continues with Belmond hotel Splendido finding new radiance via a Martin Brudnizki makeover, featuring a Dior spa. For summer 2025, consider the hippest, most exciting openings for holiday inspiration, including fashion beach club collaborations. This trend of high-end fashion houses and beauty brands turning beach clubs and luxury hotels into curated, branded environments offers stylish summer escapes with exclusive products, customized services, and unique experiences tailored to affluent travelers.
- The Resort at Pelican Hill in Newport Beach, California, offers a Tuscan-style setting where guests can enjoy a fashionable summer escape, blending style and leisure.
- Amiri's poolside vibes and pop-ups at The Jeddah EDITION and Selfridges London provide limited-edition and customization options, mixing exclusive fashion with resort atmospheres.
- Kérastase Summer Beach Club at Rosewood Hotel Sanya in China offers a unique blend of beauty and beach lifestyle, with hair diagnostics, stylists on site, surf school zones, and signature fragrance experiences.
- James Perse, in collaboration with Indie Beach in Saint-Tropez, has transformed the bathing establishment with modern rustic lounging furniture and a custom surfboard offering.
- Burberry has collaborated with The Standard, Ibiza, transforming the hotel's rooftop with branded parasols, loungers, and seating, and offers a weekly cocktail evening program with appearances by local and international DJs.
