Summer 2025 introduces the trend of the 'Fashion Beach Clubs'. Here's a list of popular pop-ups leading the style scene, along with information on how to reserve a spot at each.
Top Fashion Beach Club Activations Transform Summer 2025
Summer 2025 is set to be a stylish and sensory affair, as some of the world's best hotels welcome a wave of design-driven, fashion-focused beach club activations. From the glamorous shores of Capri to the vibrant Ibiza, the chic Riviera of Athens, and the Hollywood-ready Saint-Tropez, these destinations are blending iconic fashion with exclusive seaside leisure.
At Monte Carlo Beach in Cap-Martin, France, designer Simon Jacquemus has partnered with the iconic beach club to offer guests an opportunity to experience the irreverent, Mediterranean farmhouse-meets-California cool vibrancy of his decor first-hand until October 7. The collaboration features custom sun beds, parasols, and beach towels in Jacquemus' colour of the season or coconut milk white and black stripes, and the reinvention of the stay's Pool Café with chic wrought iron outdoor furniture. A weekly cocktail evening program has been curated by Burberry to accompany the hotel rooftop's temporary makeover.
Dior has also made its mark at Il Riccio Capri, Capri, Italy. The luxury fashion house has curated a luxe terrace above the Blue Grotto with a fresh annual makeover showcasing the maison’s classic design details. This year, the 2025 iteration plays with more vibrant hues, including bright pink, sea green, deep purple, and ochre, infusing a joyful touch into the setting.
Dolce & Gabbana has taken over Clap House Ibiza, Spain, with a reimagined Leopard print theme on furniture and decor, merging Italian fashion flair with the island’s vibrant atmosphere. A pop-up store offers a curated selection of Dolce&Gabbana clothing and accessories for guests seeking an authentic summer luxury experience.
Burberry has collaborated with The Standard, Ibiza, painting the rooftop with shades of pale 'resort' yellow, orange, and cream through branded parasols. Meanwhile, Chanel has set up a seasonal boutique in Saint-Tropez, offering guests a taste of the French fashion house's iconic style.
Loro Piana and La Réserve à la Plage in Saint-Tropez, France, have joined forces to create a pop-up boutique centred around the Resort 2025 clothing collection, an ode to the eternal charm of the Venetian Lagoon and the picturesque, craftsmen town of Burano.
James Perse's minimalist, stripy aesthetic takes centre stage at Indie Beach, Saint-Tropez, gracing lounging furniture, custom surfboards, and a concept store selling the brand's menswear and womenswear line.
Zeus+Dione's partnership with Lake Vouliagmeni in Greece takes linocuts enriched with nostalgic patterns as its leitmotif, inspired by Greek printmaking and the iconography of 1950s schoolbooks. The textile developed for the Burberry x The Standard, Ibiza partnership is now the protagonist across bespoke loungers, parasols, and seating.
Roberto Cavalli Luxury Hospitality Ventures also feature lavish beach club redesigns with branded furnishings and lifestyle details that project the designer's bold vision, enhancing guest immersion in the Cavalli aesthetic.
In addition to fashion labels, beauty brands like Garnier and Dior create immersive beach club activations with experiential pop-ups, SPF lounges, and wellness services at premier summer clubs across regions such as Bali, the Amalfi Coast, and Australia’s Gold Coast.
These activations focus on creating stylish, sensory, and curated experiences that combine fashion, gastronomy, art, and sustainable luxury to redefine the modern summer beach club scene in 2025. For last-minute holiday inspiration, check out our edit of the hippest, most exciting summer openings for 2025.
[1] Monte-Carlo Beach x Jacquemus: A Multi-Year Revamp of the Iconic Beach Club
[2] Garnier and Dior Create Immersive Beach Club Activations
[3] Dior at Il Riccio Capri, Capri, Italy
[4] Roberto Cavalli Luxury Hospitality Ventures
[1] Starting from Summer 2025, Monte-Carlo Beach in Cap-Martin, France, has entered into a multi-year partnership with designer Simon Jacquemus for a redesign of the iconic beach club, showcasing the Mediterranean farmhouse-meets-California cool decor trend.
[2] Beauty brands like Garnier and Dior are also contributing to the transformation of summer beach club scenes, offering immersive activations with experiential pop-ups, SPF lounges, and wellness services at premier beach destinations worldwide.
[3] Dior has taken over Il Riccio Capri, Capri, Italy, blending the maison’s classic design details with vibrant hues such as bright pink, sea green, deep purple, and ochre, while still maintaining a connection to the rustic, coastal lifestyle.
[4] Roberto Cavalli Luxury Hospitality Ventures are enhancing guest immersion in the Cavalli aesthetic through their bold, lavish redesigns of beach clubs, incorporating branded furnishings and lifestyle details that reflect the designer's fashion-forward vision.
[5] Loro Piana and La Réserve à la Plage in Saint-Tropez, France, have partnered to create a pop-up boutique featuring the Resort 2025 clothing collection, combining art, fashion, and decor to evoke the eternal charm of the Venetian Lagoon and Burano's craftsmen town.
