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Dominique Muret Published
June 10, 2025
This year, more than ever, Saint-Tropez is attracting the attention of luxury brands. One after another, they are announcing the reopening of their seasonal boutiques. Some of them are going one step further by experimenting with new formats in the highly attractive seaside resort, such as restaurants and beaches decked out in their own colours, in the typical style of the "French Riviera".
Multiplying the most diverse formats, the labels are surfing on the enthusiasm of the most exclusive customers for ever more complete experiences in the world of luxury, offering them products designed exclusively for these ephemeral spaces. Leading the way in Saint-Tropez are the LVMH brands, with the group snapping up the majority of the most coveted locations.
Louis Vuitton
After a successful debut last summer, Louis Vuitton is back again at the White 1921 hotel, owned by the No. 1 luxury brand since 2025, for the summer season until October 8. The hotel is located on Place des Lices, not far from its men's and women's boutiques, the latter featuring the "LV by the pool" cruise collection. LVMH's flagship label has once again called on Michelin-starred chef Arnaud Donckele and pastry chef Maxime Frédéric, already at the helm of Cheval Blanc Paris, another of the luxury group's establishments. The duo have concocted a menu featuring summer and Mediterranean flavours.
The short-lived "Arnaud Donckele & Maxime Frédéric at Louis Vuitton" location welcomes guests in a décor entirely decorated by the luxury brand in shades of orange, yellow and ochre, with rattan furniture and textiles decorated with the house logo. The latest Louis Vuitton art de la table collection is also on sale. The best part? A pick-up service "in the house colours", available to customers on request, which will "shuttle them between the Cheval Blanc hotel, the shop and other key locations to create unforgettable summer memories."
Jacquemus
The competition looks set to be a close one, as Jacquemus is also setting up shop on the same unmissable Place des Lices, with a restaurant, taking over the Café Renaissance, and a temporary boutique on the corner of the square, at 3 avenue Foch. The two addresses will remain open until 2025, says the label in a press release. But according to the local press, the partnership could be extended. All decked out in yellow and white striped fabric, the restaurant offers a new menu created by chefs Ella Affalo and Ana Maria Cadena. There are also pétanque balls, beach rackets, card and domino games, mugs, postcards and other souvenirs.
The boutique is also home to the latest "Les sculptures" collection and pieces from the spring collection in a range of colourful stripes. As last year, designer Simon Porte Jacquemus has also taken over the Indie Beach in Ramatuelle, on the Pampelonne beach not far from Saint-Tropez, this time dressing deckchairs and parasols in elegant green stripes. The set up will stay put until October.
Loro Piana
Another LVMH brand, Loro Piana, is also renewing its collaboration with La Réserve à la Plage, located a little further north on the beach of Pampelonne, for the second year running, until October 5. Furniture, parasols and cushions will be adorned with the sober patterns and colours of the brand, known for its cashmere fabrics. On site, the label has set up a boutique offering a selection of clothes and accessories from the 2025 cruise collection. Its aim is to embody "its exceptional savoir-vivre, with a jovial and relaxed approach to life."
Acqua di Parma
Also owned by LVMH, the Italian perfumer is also present in Saint-Tropez with an ephemeral boutique on the Place des Lices. The company wanted to offer its customers a multi-sensory experience, and turned to French designer Dorothée Meilichzon. The shop's layout features the brand's signature sunny yellow colour, with furniture elements that echo the rounded shapes and even textures of citrus fruits.
As with its other labels, Acqua di Parma is presenting exclusive accessories at this address, stamped with the inscription "À Saint Tropez", such as the pétanque set and a diffuser. The inauguration was also an opportunity for the brand to unveil its new cruise collection, extending its range to include lifestyle items such as crockery, a shopping bag, a tray and a picnic basket.
Yves Salomon
For the past few years, the fur label has been using a temporary address in Saint-Tropez to market its ready-to-wear. In May, it opened a space in the Galerie du Grand Passage, which will close on November 2. For the occasion, she is offering an exclusive "Summer Lemon" capsule collection, also based on the citrus fruit theme, "created to capture the essence of the Côte d'Azur". It includes blouse and trouser or skirt sets, as well as satin dresses in a bright lemon-yellow hue.
Gucci
Like Balenciaga, owned by the same group, Kering's flagship fashion house is also reopening its seasonal boutique in the heart of Saint-Tropez, at 72 rue François Sibilli. The shop will feature a pop-up display of Gucci Lido, a summer collection that "pays homage to the coastal lifestyle." Creative director Sabato De Sarno was inspired in particular by the "lidos", the beach clubs that dot the Italian coastline. The collection features swimwear and summerwear, while Gucci Jackie e GG Marmont bags are reinterpreted in canvas or raffia.