Words By Allegra Salvadori

Who knew luxury maisons wouldn’t stop at handbags and haute couture — but would conquer entire beaches? Welcome to the trend of summer 2025: designer-branded beach clubs, where parasols, loungers, even the scent in the air are part of the aesthetic.

Dolce & Gabbana’s ClapHouse in Ibiza (full list here) turns Talamanca into a Mediterranean dream: Leo prints, a pool club for golden-hour cocktails, The Dose by Silvena’s organic menu, a pop-up boutique in soft neutrals. And it’s not alone — D&G now rules the coastlines of Twiga (Forte dei Marmi), Le Carillon (Portofino), La Cabane (Marbella), Casa Amor (Saint-Tropez), San Domenico Palace (Taormina), Hotel Cala di Volpe (Porto Cervo), and Gurney’s Montauk (Hamptons).

In Monaco, Jacquemus has turned Monte-Carlo Beach into a buttery-yellow dream (info here): yellow sunbeds, coconut-milk and black stripes, Provençal-inspired boutiques with Matisse and Renoir sketches. This Riviera takeover (on until October 7, 2025) proves Jacquemus isn’t just a brand — it’s a mood, also echoing at Cala Jondal in Ibiza.

Christian Dior at Il Riccio, Capri (discover more)
Capri’s cobalt-blue coastline has never looked more curated. At Il Riccio — the exclusive beach club of Capri Palace Jumeirah — even the beach cabins are wrapped in Dioriviera stripes. Every detail, from parasols to loungers, towels to textiles, carries the maison’s signature navy-and-white motif, punctuated by its subtle logo. The effect is immersive yet understated — Dior by the sea, distilled. A breezy pop-up boutique, stocked with airy linen staples and ocean-hued accessories, completes the tableau, turning Il Riccio into a living Dior moodboard for summer 2025.

Longchamp at Bagno Felice, Forte dei Marmi (details here)
Forte dei Marmi has always been the summer haunt for artists, celebrities, and stylish Italians escaping to the Tyrrhenian coast — but this year, it gets a Parisian twist. For the first time, Longchamp takes over the storied Bagno Felice 1, dipping everything — from cabanas and parasols to backgammon tables and even personalized cabin keys — in its emblematic emerald green. It’s Riviera dolce vita with a French accent. Through September, the lido hums with live music, sunset aperitivi, and a cocktail bar that feels more Left Bank than Tuscan coast. Chic, a little unexpected, and designed for those who like their beach days with a side of Parisian flair.

Vespa by the Sea – Paraggi & Is Molas, Sardinia (discover more)
Winking at those nostalgic for the dolce vita of the 1950s — when Roman Holiday (with Audrey Hepburn and Gregory Peck) made the Italian scooter an icon of freedom and romance — Vespa now brings that spirit to the shore. With Vespa by the Sea, the brand blends cinematic nostalgia with modern escapism at two Mediterranean destinations: the returning Paraggi lounge and a new 40-guest private cove at Sardinia’s Is Molas Resort. Branded loungers, umbrellas, towels, and paddleboards set the stage, while the Summer Edit 2025 — bowling shirts, soft bombers, relaxed denim — adds a Riviera-meets-road-trip energy. It’s less runway, more cinematic freedom — but no less stylish.

Tigu Beach by Lacoste, Riva Trigoso (Sestri Levante)
If the other fashion beach clubs are all about glamour and Riviera chic, Lacoste brings a dose of sporty cool to the Ligurian coast — just as tennis is having its moment as the world’s most-watched (and most fashionable) sport again. On the sandy stretch of Riva Trigoso, near Sestri Levante, Tigu Beach carries the crocodile’s legacy into beach life with branded loungers, cushions, and towels. The air itself is scented with a custom Lacoste fragrance — a crisp blend of bergamot, pink pepper, lavender, patchouli, and tonka bean. And while the energy leans sporty (yes, ladies, this one’s got a bit of a “clubhouse for him” vibe), there’s balance in the details: a pop-up stocked with Reina Olga’s bold Italian-made swimwear adds a splash of feminine edge. Sporty, fresh, and perfectly timed for tennis’s renaissance, Tigu Beach is Lacoste’s take on a modern summer classic.

So, why are fashion houses taking over the beaches?
Because the coast has become the new runway. These branded clubs aren’t just about sunbeds and cushions — they’re about extending each maison’s world into the places we actually live (and lounge) in summer. It’s storytelling you can swim in: the colors, the fabrics, even the scents, all curated to pull you into a brand’s universe.

Whether you call it a savvy marketing move, a lifestyle statement, or a playground for logo lovers, one thing’s certain: this is the future of beach culture. The sand is no longer neutral — it’s branded, striped, and waiting for its close-up.