Summer Fashion Pop-Ups to Watch Out For: Discovering Eight Trendy Spots from Capri and Monte-Carlo to Somerset This Season
Luxury Brands Transform Summer 2023 into an Immersive Fashion Experience
Summer 2023 has seen several luxury fashion brands create exclusive pop-ups and collaborations, transforming glamorous coastal locations and luxury hotels into experiential hotspots. These initiatives showcase resort collections and offer immersive experiences for affluent consumers.
One of the standout brands is Jacquemus, which has made its mark in Ibiza and Monte-Carlo Beach Club, Monaco. The pop-ups feature playful, Instagrammable setups with bold colors and exclusive capsule collections inspired by coastal leisure aesthetics.
Another brand making waves is Dior, with its Dioriviera experience expanding to nine pop-ups across Mediterranean destinations such as Ibiza, Capri, Forte dei Marmi, and Marbella. The brand presents signature prints like toile de Jouy and monogrammed beachwear tailored to each locale.
Dolce & Gabbana has curated a pop-up boutique and decorative beach club ambiance at Le Carillon in Portofino, infused with their iconic Verde Maiolica pattern, merging coastal charm with couture style.
Giorgio Armani Mare has brought its Spring/Summer 2025 collection to multiple Mediterranean hubs, combining fashion, lifestyle, a themed atmosphere with palm tree motifs, and environmental support initiatives like protecting marine ecosystems via the One Ocean Foundation.
Other luxury players such as Chanel, Louis Vuitton, Gucci, and Richemont brands have also occupied prime summer locations, turning areas like Saint-Tropez into experiential hubs with numerous temporary stores and marketing activations.
Brands are blending their aesthetic with highly photogenic environments, limited edition product drops, and curated hospitality elements, elevating the summer pop-up season into immersive, lifestyle-driven encounters.
Elsewhere, Louis Vuitton has opened a pop-up gelateria in Forte dei Marmi, Tuscany, Italy, serving traditional and custom-made ice cream flavors. The Louis Vuitton gelateria is in collaboration with a renowned local institution, Galliano.
Meanwhile, Dior's collection Dioriviera is taking over Il Riccio beach club in Capri, Italy, for the fifth consecutive year. The beach club, steps away from the Blue Grotto, one of Italy's most famous attractions, will offer a unique Dior experience.
La DoubleJ has collaborated with Passalacqua hotel in Lake Como, Italy, on its communal poolside space and informal restaurant, while Burberry's signature check pattern has taken over the 2000-acre estate of The Newt hotel.
In Capri's main town, there are new Bottega Veneta shops and a single Giorgio Armani store open for the full summer season. Additionally, there is a seasonal Lacoste café and a new Zegna store in Monte-Carlo.
Jacquemus's founder and designer Simon Porte has taken Monte Carlo's Beach Club by storm, styling the pier and Pool Café in his signature color palette. The Missoni Resort Club at Ritz-Carlton Bali features Missoni striped parasols, loungers, beanbags, and branded items such as kits and yoga mats.
Last year, Jacquemus popped up on St Tropez's Indie Beach, and this year, its shoes have been filled by California cool brand James Pearse. Meanwhile, Connolly's temporary store in St Tropez offers exceptional clothes, leather goods, and goods from Globe-Trotter, Fornasetti, Smythson, and Rose Blake's limited-edition t-shirt and beach bag.
In the world of journalism, Amie Elizabeth White joined our platform in 2022, contributing to the London Life section, compiling the weekly Barometer feature, and writing for Luxury London. Rosie Paterson, who regularly contributes to our platform and covers various topics including Chanel suits, art events, and the best pies in London, has also been active in reporting on these fashion events.
As the summer season continues, it is clear that luxury fashion brands are making the most of the opportunity to create immersive, lifestyle-driven experiences for their customers. Whether it's a pop-up gelateria, a beach club takeover, or a temporary store, these initiatives are sure to capture the imaginations of fashion enthusiasts and tourists alike.
- Jacquemus, together with California cool brand James Pearse, has moved into the world of food-and-drink at St Tropez's Indie Beach by filling Jacquemus' shoes with James Pearse's designs.
- Dior's travel plans for Summer 2023 include offering a unique experience at Il Riccio beach club in Capri, Italy, significantly adding to the fashion-and-beauty scene alongside their food-and-drink pop-up gelateria in Forte dei Marmi, Tuscany.
