After a fashion

Having all that wealth anchored off the coast of the Riviera and other picturesque Mediterranean hotspots like the Amalfi Coast, Sardinia, and the Balearics has proved alluring to luxury brands that see their city flagships empty during peak summer. So, they pack their bags and head to the coast, opening pop-up boutiques, or épheméres as the Parisians call them.

Across the Riviera, Saint-Tropez remains a playground for the fashion-savvy. Chanel embraces the region’s sun-soaked charm with seasonal pop-ups, historically hosted at the glamorous villa La Mistralée. For 2025, with La Mistralée undergoing redevelopment, the brand has relocated to a charming Provençal farmhouse in the heart of the village, where its Coco Beach collection - tweed-inspired printed swimsuits and relaxed-chic beachwear - is displayed in a sun-drenched, elegant setting.

Dior also maintains a strong summer presence with its Dioriviera pop-up at the Shellona Beach Club. The boutique offers a curated selection of the Dioriviera collection, from Lady D-Lite and Dior Book Tote bags to silk tops, scarves, and Mitzah prints. The experience extends beyond shopping: deckchairs, sun loungers, and parasols are adorned with the iconic Toile de Jouy Sauvage patterns, while life-size sand sculptures bring Dior’s playful animal motifs to life. The brand is also expanding its pop-up footprint across Cannes, Capri, Marbella, and Porto Cervo, providing a fully immersive Mediterranean experience that blends sun, sea, and style.

By Marie’s concept of colourful summer dresses with ethnic embroideries, jewellery, and sandals “is for the buy now, wear now customer looking for last-minute additions or a full wardrobe,” says Gas, whose style advice for dressing in Saint-Tropez is “more beach-look for the day and very sexy for dinner and parties in the evening.”

Cruising along the coastline and down to Italy, the first stop is Porto Ercole in Tuscany, where the bougainvillea-clad Hotel Il Pellicano (famed for its signature yellow and white stripe beach towels, and as a summer anchorage for stylish jetsetters like Jackie Kennedy and Kate Moss) is home to destination boutique Issima. The boutique, founded by Pellicano Group CEO and creative director Marie Louise Scio, showcases Italian craftsmanship. This is an area where Scio advises people should make an effort to dress – for men, no t-shirts for dinner, and ladies should err on the side of elegance with kaftans and Greek sandals.

Further down the Tyrrhenian coast to Capri, the dramatic mountainous scenery around Amalfi and Positano sets the scene for high-style holiday shopping. High up on the lemon-scented hillside of Positano with views across the azure bay of bobbing yachts is Hotel Sirenuse, a good lunch spot and home of Emporio Sirenuse. Adjacent men’s, home décor and lifestyle, and women’s boutiques feature silk summer dresses, embroidered kaftans, and artisanal handwoven linens. Their most popular items, according to Carla Sersale, whose family founded and runs the hotel, are long skirts, crop top sets, and long romantic dresses. 

Across the bay in Capri, Chanel and Dior maintain pop-ups that remain open through the evening, catering to those embracing the traditional passeggiata before dinner. Chanel has returned to its seasonal boutique on Via Vittorio Emanuele, offering a serene shopping experience in the heart of the island. Dior's Dioriviera pop-up continues its collaboration with Il Riccio Beach Club, featuring a curated selection of the Dioriviera collection amidst the stunning coastal backdrop. 

This was the original playground of the jet-set, where designer Emilio Pucci opened his first boutique in 1951, designing the iconic Capri pant and psychedelic prints beloved by Marilyn Monroe, Rita Hayworth, and Sophia Loren. This summer, Pucci is taking its bold, swirling prints out of the wardrobe and into the streets, cafés, and even spas of Europe. Under the creative direction of Camille Miceli, who has been reshaping the house for the past three years, Pucci has embraced a see-now-buy-now model - ensuring that the vibrant looks featured in its pop-ups can be snapped up instantly by travellers and style-hungry locals alike.

At the heart of the season is Marmo, a psychedelic wave pattern drawn from the archives and refreshed for today. The palette ranges from lilac to pink, and Orchidee in shades of purple, turquoise and white, making it an unmistakable statement of summer energy.

In Monaco, the Thermes Marins Monte-Carlo spa has been taken over by Pucci’s Very Vivara collection, with patterned silks, ottomans, swim noodles, and decorative objects infusing leisure with the house’s maximalist spirit. Even the spa’s bar has joined in, serving a signature Pucci-inspired cocktail.

Continuing the journey along the Mediterranean, Sardinia and Marbella have emerged as essential destinations for Dolce & Gabbana, seamlessly blending fashion with the luxury lifestyle of the coastline. On the northeastern coast of Sardinia, the Cala di Volpe, a Luxury Collection Hotel in Porto Cervo, welcomes the DG Resort takeover for 2025. Inspired by an old fishing village and set amidst emerald-green waters, the hotel is a masterpiece of timeless elegance.

Dolce & Gabbana transforms the pool area, one of Europe’s largest saltwater pools, with multi-coloured Sicilian Cart motifs, while hand-painted vases, decorated cabanas, and soft cotton beach towels create a vibrant Mediterranean escape. A pop-up store onsite showcases a curated selection of clothing and accessories, while the iconic Atrium Bar, the heart of the hotel, is reimagined as a photogenic oasis combining sophistication, sea views, and glamour. Every detail - from poolside decor to cabana styling - offers guests an immersive “Dolce Vita” experience.

Meanwhile, after the success of previous seasons, Marbella hosts the brand at the renowned beach club La Cabane, part of the Los Monteros Resort. The creative takeover sees the pool area, terrace, and restaurant dressed in the Blu Mediterraneo theme, inspired by the intensity of white and blue ceramics typical of Southern Italy. An on-site pop-up store features Dolce & Gabbana clothing, accessories, and pieces from the Casa line, while the Dolci Room by chef Dani García offers a Sicilian Cart-themed dessert experience, turning every visit into a multi-sensory holiday indulgence. These two Mediterranean destinations perfectly illustrate how fashion houses are now curating immersive experiences that blend shopping, lifestyle, and art.
The Balearic Islands continue to captivate yacht-owning style-seekers. The season commences with the SuperYacht Cup in Palma every June, attracting luxury brands like Louis Vuitton to maintain a presence. However, the allure of the islands extends beyond major labels, with small individual treasures remaining essential, from woven straw hats to artisanal gifts at local boutiques.

In Ibiza, Paula’s Ibiza boutique by Loewe offers a blend of bohemian and couture selections along the marina. The boutique's 2025 collection, inspired by the iconic Paula's boutique, features a mix-and-match wardrobe that suggests freedom and playfulness through flowing shapes. 

Farther north, the sustainable Agora concept store near Six Senses Ibiza continues to be a destination for ethically sourced fashion, luxury homeware, and stylish island essentials. Agora's curated collections focus on sustainable swimwear, elegant resort pieces, and covetable accessories, all designed to soothe the conscience as much as they soothe the soul. 

This summer, Burberry has partnered with The Standard, Ibiza, to transform the hotel's rooftop bar and restaurant, UP, into a vibrant fusion of British heritage and Balearic flair. The collaboration introduces a bespoke Burberry Check, reimagined in sun-washed hues that blend seamlessly with the hotel's signature yellow. This custom design adorns rooftop loungers, parasols, and seating, creating a cohesive and immersive experience for guests. 

The rooftop comes alive with weekly Burberry-curated cocktail evenings, featuring guest DJs spinning from a custom-built booth. These events offer a stylish setting to enjoy sunset views and vibrant music. Additionally, a branded photo booth in the lobby invites guests to capture their summer moments in style. 
For those checking in, a curated selection of Burberry's summer staples is available for purchase, including swimwear, sunglasses, and sun-ready separates. Guests can also enjoy complimentary hire of Burberry’s custom boat, Check Mate, for sun-drenched days at sea when booking select suites. 

This collaboration exemplifies how fashion houses are curating immersive experiences that blend shopping, lifestyle, and art, offering visitors a unique and luxurious Mediterranean experience.

These destinations exemplify how the Balearic Islands offer a blend of luxury and authenticity, catering to those seeking both high-end fashion and unique, artisanal finds.