Saint Tropez: The ultra-cool beach pop-ups you need to know about this summer

saint tropez beach pop-up

Designer beachside collaborations are the theme of the summer in Saint Tropez. Here’s everything you need to know.  

Pampelonne, the sandy stretch of coastline just outside of the legendary Riviera harbour town of Saint Tropez, is home to some of the most iconic beach clubs in the whole of the south of France. But this summer, these ultra-glamourous addresses, which include the likes of Club 55, Nikki Beach and Byblos, are being joined by four designer pop-ups that are seriously upping the style ante.  

Gucci at Loulou Ramatuelle 

First up is a collaboration between Loulou Ramatuelle and Gucci, the latter of which has given this partnership absolutely everything it’s got in terms of presence. The Gucci look is all encompassing, from the sunny yellow parasols to the immediately recognisable navy, red and white bedecked loungers on the sand.  

saint tropez beach pop-up gucci
Full-on Gucci at Loulou Plage. Photo credit: Loulou Group

To fully delve into the capsule collection housed in the pop-up boutique, replete with bold and colourful stripes, checks and “whimsical” fonts, you can book an appointment with a dedicated client advisor for a shopping experience fit for an A Lister.  

And if you love Loulou establishments, be sure to check out the group’s newest endeavour right outside of Monaco: Loulou Pirate in Roquebrune Cap Martin. You can read all about it here

saint tropez beach pop-up gucci
The beach is also playing host to a pop-up boutique featuring the summer Gucci collection. Photo credit: Loulou Group

Dior at Shellona Plage 

Since 2017, Shellona has been wowing beachgoers with its relaxed bohemian vibe. Now it’s adding another level of cool thanks to a partnership with none other than luxury French fashion house Dior.  

Dubbed “Dioriviera”, the brand has taken over the entire aesthetic of Shellona Beach this summer. Elements of the beloved Toile de Jouy in pinky hues are everywhere, from the deckchairs and loungers to parasols and elegantly placed scatter cushions. Inside, a pop-up boutique displays the seasonal capsule collection from Maria Grazia Chiuri.  

Discover the capsule Dioriviera collection at Shellona Plage until 20th September. Photo credit: Shellona Plage

Jacquemus at Indie Beach

Given founder Simon Porte Jacquemus’ deep personal connections to the region – the 33-year-old designer hails from Salon-en-Provence – this pairing just feels right. The French fashion visionary has laid his signature style and emblem on the décor of Indie Beach and launched an ephemeral pop-up boutique displaying the Été capsule collection. This is a destination by night as much as by day so make sure to check out the beach’s Facebook page for the latest listing of artists and parties planned for the summer.

Loro Piana at La Réserve à la Plage 

Further down the beach, at the Cap Camarat end, is the haven of La Réserve à la Plage. The vibe here is parred back – patrons at La Réserve enjoy a space away from the crowds and party atmosphere of much of Pampelonne Beach – which is perfect for its summer collaboration with the sophisticated Italian brand of Loro Piana.  

Pristine natural views abound at La Réserve à la Plage. Photo credit: La Réserve

The partnership extends down to the sand, but fans of the classy fashion and homewares brand will love the shopping experience on offer at the pop-up boutique displaying the Resort 2023 collection.  

The pop-up Loro Piana boutique. Photo credit: La Réserve


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Featured photo credit: Dior