Dioriviera pop-up at the Beverly Hills Hotel in California.
Photo: Courtesy of Dior
How Fashion Brands Are Taking Over Hotels This Summer
Dior, Jacquemus, Louis Vuitton, Gucci, and more unveil gorgeous (and shoppable) pop-ups at some of the world's most popular travel destinations
Loro Piana pop-up at La Réserve à la Plage beach club in Saint-Tropez. Photo: Courtesy of Loro Piana
Shopping and travel famously go hand-in-hand, as jet-setters travel the world in search of stunning settings—and equally exciting keepsakes to commemorate the experience. Further cementing this symbiotic relationship are the summer pop-ups debuting at some of the most glamorous getaways around the globe.
Poolside loungers, spas, and on-site boutiques are being fabulously reinvented to debut a destination-appropriate couture collection. Luxury-minded visitors can, this summer, find themselves immersed in the aesthetics of Dior, Gucci, or Louis Vuitton, all while still taking in the picturesque landscapes of Los Angeles and Aspen, bucolic fields of East Hampton, or shimmering beaches of Saint-Tropez.
So grab your passport and best shopping buddy—these stellar sites with a fun and festive fashion experience await.
Interior of the Jacquemus boutique at the Ocean Club, a Four Seasons resort, in the Bahamas. Photo: Courtesy of the Four Seasons
Exclusive black-and-white stripe Jacquemus pool towels, available only at the Ocean Club, a Four Seasons resort, in the Bahamas. Photo: Courtesy of the Four Seasons
1. Jacquemus x The Ocean Club
Famed Caribbean hideaway The Ocean Club, a Four Seasons resort in the Bahamas, has been discovered by fashion brand Jacquemus. Designer Simon Porte, a 2019 Galerie Creative Mind, has reimagined the retreat’s Versailles and Ocean pools, reworking the loungers, accent pillows, sunshades, and pool toys in a hand-painted stripe pattern, rendered in eye-catching combinations of black, yellow, blue, or red against stark white. For the ultimate souvenir, guests should secure one of the exclusive black-and-white pool towels, available only at the property.
The garden at White 1921 in Saint-Tropez has been reimagined with pieces and motifs from Louis Vuitton, and the maison's LV By the Pool resort collection. Photo: Courtesy of Louis Vuitton
The restaurant at White 1921 in Saint-Tropez which has been reimagined by Louis Vuitton. Photo: Courtesy of Louis Vuitton
2. Louis Vuitton x White 1921
Louis Vuitton takes over the restaurant at the legendary Saint-Tropez hotel White 1921, where chef Arnaud Donckele and chef pâtissier Maxime Frédéric transform local ingredients into mouthwatering dishes such as wild prawn with a verveine-scented sorbet or a raspberry pavlova and vacherin ice-cream cake. Meals are served on the brand’s Art de la Table collection, while other motifs culled from the maison decorate a serene garden setting perfect for enjoying drinks while perched on one of the chairs embellished with the Monogram of the LV by the Pool collection. Nearby, the womenswear shop is stocked with pieces from the latest resort collection, including the limited-edition Saint-Tropez ONTHEGO MM Raffia, a gorgeous tote perfect for carrying around town, then on to your next adventure.
Dioriviera pop-up at the Beverly Hills Hotel in California. Photo: Courtesy of Dior
Dioriviera pop-up at The Little Nell in Aspen. Photo: Paul Vu
3. Dior x The Beverly Hills Hotel & The Little Nell
Dior is bringing its interpretation of summer chic to glamorous hotels across the country. At the start of the season, the brand introduced its Dioriviera pop-up at the Beverly Hills Hotel, a Dorchester Collection property. Now, the experience has debuted at another location: famed Aspen hot spot The Little Nell, which is celebrating its 35th anniversary this season. Dior’s first Alpine location includes a takeover of the on-site spa, large-scale floral installations, and a transformation of the pool area, which will be dressed in the Toile de Jouy Soleil print. A similar ambience envelops the Sunset Boulevard outpost, where a boutique designed with raffia wall covering and bamboo furniture gives a resort atmosphere to the presentation of fashion and home goods from the Dioriviera collection. The experiences are open through September 2.
Gucci Airstream at the Maidstone in East Hampton. Photo: Letizia Cigliutti
4. Gucci x The Maidstone
Guests visiting the newly renovated Maidstone can sample the flavors of Italy without ever leaving the glamorous environs of East Hampton. Here, guests can pop by the sea-blue Airstream and browse Gucci‘s Lido collection while sipping fresh hot or iced coffee. On weekends, the pop-up serves affogato al caffè desserts, made with vanilla gelato topped with steaming espresso; other times, Amagansett farmers market Amber Waves delivers fresh flower bouquets.
Inès Longevial designs for Skateroom on view at the Hôtel de Crillon in Paris. Photo: Daniil Lavrosky
Inès Longevial designs for Skateroom on view at the Hôtel de Crillon in Paris. Photo: Joann Pine
5. Skateroom x Hôtel de Crillon
Not an average accessory, skate decks have become the hottest “canvas” for major artworks, with boards being transformed with the signature styles of everyone from Keith Haring and Jean-Michel Basquiat to contemporary talents including Mickalene Thomas and Cindy Sherman. The latest collaborator with Skateroom is Inès Longevial, whose romantic designs debuted at an installation at famed Paris destination Hôtel de Crillon, a Rosewood Hotel on the Place de la Concorde.
Loro Piana pop-up at La Réserve à la Plage beach club in Saint-Tropez. Photo: Courtesy of Loro Piana
6. Loro Piana x La Réserve à la Plage
The soft, sandy-hued neutrals that dominate Loro Piana‘s fashion collections for men and women are perfectly suited for the barefoot luxury of Saint-Tropez destination La Réserve à la Plage. At the hip, waterfront restaurant, the maison’s prints and palette are rendered on furniture, umbrellas, sun beds, and cushions, while a beachside boutique is stocked with pieces from Loro Piana’s current resort collection.
Cover: Dioriviera pop-up at the Beverly Hills Hotel in California.
Photo: Courtesy of Dior
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