AFTER CAFÉS, LUXURY BRANDS ARE NOW OPENING BEACH CLUBS
Once upon a time, fashion stopped at the boutique. Then came the designer cafés — think logo lattes, marble counters, and monogrammed menus. But now? The world’s top luxury brands are pushing their lifestyle vision further — straight to the beach.
Welcome to the era of the luxury beach club, where curated umbrellas, signature cocktails, and swimwear capsules meet sun, sea, and social media. Brands like Dior, Louis Vuitton, Dolce & Gabbana, Jacquemus, Fendi, and Giorgio Armani are redefining seaside escapism — one branded sunbed at a time.
FROM COFFEE CULTURE TO COASTAL CULTURE
Designer cafés were just the beginning. From Ralph’s Coffee to Gucci Osteria, luxury houses realized the power of physical experiences. But the next-level takeover is more than culinary — it’s atmospheric.
In 2024 and 2025, the beach has become the new runway. Fashion is no longer only what you wear — it’s where you lounge, swim, sip, and escape.
DIORIVIERA
– THE BEACH AS A RUNWAY
Dior’s summer series “Dioriviera” has transformed the Côte d’Azur, Mykonos, and Ibiza into branded sanctuaries. Imagine parasols and cushions in toile de Jouy, branded deck chairs, and beach menus curated with Dior aesthetics. The house’s capsule swimwear and accessories are sold poolside — blending fashion and fantasy under the Mediterranean sun.
Dior is bringing the Dioriviera experience to Penang, Malaysia, with a pop-up at Macalister Mansion from June 13 to August 11, 2025.
LOUIS VUITTON BY THE POOL
– SUMMER IN MONOGRAM
LV By The Pool isn’t just a resort collection — it’s a fully immersive experience. Louis Vuitton is curating pop-up beach destinations that feel like private members-only clubs, complete with monogrammed cabanas, matching towels, and poolside lounges styled in their signature motifs. It’s elegant, exclusive, and pure escapism.
DOLCE & GABBANA
– SICILIAN SUMMER GOES GLOBAL
Dolce & Gabbana’s signature take on Mediterranean glamour has found its spiritual home in beach clubs. From Taormina to St. Barth’s, their seaside pop-ups celebrate the Sicilian dream — blue-and-white ceramics, citrus motifs, and baroque boldness. Expect beachwear drenched in pattern, oversized sunglasses, and pasta served like fashion art.
JACQUEMUS
– MINIMAL SUN, MAXIMAL VIBE
The king of modern French coastal style, Jacquemus has turned his minimalist aesthetic into a full-on summer lifestyle. His beach pop-ups and activations in places like Saint-Tropez and Ibiza offer a warm, beige-toned fantasy — part beach bar, part sculpture garden. With straw hats, linen shirts, and lemon cocktails, Jacquemus delivers la vie en soleil.
FENDI
– LOGOMANIA HITS THE WATER
With their Fendi Summer Vertigo and Fendi Caffe projects, the Roman house brings playful energy to the shore. Think FF logos on everything from towels to pool floats, all served with Italian flair. Their beach pop-ups reflect a youthful, fun-loving spirit — where fashion meets sun-soaked hedonism.
FENDI for Puente Romano Beach Resort
GIORGIO ARMANI
– WHERE ELEGANCE MEETS THE OCEAN
Giorgio Armani, a long-time lover of the sea, brings understated luxury to beach culture. With Armani/Casa-inspired lounges and Armani Hotel beach experiences in places like Dubai and the Maldives, his version is all about refined resort living — think polished wood, white linens, and effortless sophistication.
A GLOBAL TREND, A STRATEGIC MOVE
Why beach clubs? Because luxury isn’t just about owning a product anymore — it’s about living a brand. These curated beach experiences offer:
- Social media-ready aesthetics
- Seasonal exclusivity
- Direct-to-consumer lifestyle immersion
- The ultimate form of aspirational branding
From Mykonos to Miami, fashion houses are claiming coastlines. These aren’t just vacation spots — they’re brand temples in bikinis and breezy linens.
THE FUTURE OF FASHION IS IMMERSIVE
For the ID SHOPPER CONCEPT reader, this trend is more than a stylish getaway — it’s a sign of how fashion is evolving. The beach club is no longer a place you visit. It’s a place you wear. A place you post. A place you belong to — at least for the season.
So next time you book a summer escape, ask yourself:
Is there a branded cabana waiting for me?
Written by ID SHOPPER CONCEPT Editorial Team
Luxury. Leisure. Lifestyle — on the rocks, with lime