Luxury fashion labels are capitalizing on the return of tourists to seaside resorts by creating customized events and installations. After a two-year hiatus due to the pandemic, beachgoers are eagerly flocking to these destinations, providing a unique opportunity for brands like Burberry, Missoni, Borsalino, and Philosophy to showcase their creativity and connect with consumers in a memorable way.
Burberry, renowned for its iconic British style, kicked off its summer tour in May by transforming the Loulou restaurant and beach club in Ramatuelle, near Saint-Tropez. The brand decked out every corner with its TB monogram print, adorning beach umbrellas, sun loungers, cabins, cushions, and more. Continuing its global journey, Burberry then headed to Busan, South Korea, where it revamped the Ananti Cove complex, including swimming pools, terraces, and restaurants. Guests can now relax on Burberry-branded sun loungers, cushions, and even a pontoon floating on one of the pools. The brand has plans to further expand its presence by traveling to Singapore and Ibiza, accompanied by pop-up stores showcasing its TB Summer Monogram capsule collection, featuring a range of vacation essentials for men, women, and children.
Missoni, the Italian fashion house famous for its vibrant patterns, has also joined the resort scene. The brand launched the Missoni Resort Club3 project, starting with the customization of the renowned Le Carillon restaurant and its exclusive beach in Paraggi, near Portofino, Italy. The veranda overlooking the beach was adorned with Missoni’s trademark prints using fabrics specially chosen by Alberto Caliri, the creative director of Missoni’s home decoration line. Beach umbrellas, sun lounger cushions, and Missoni beach towels were provided for guests, enhancing the overall experience. The brand intends to extend this concept to other destinations in Italy and beyond, with details set to be announced in the upcoming weeks.
Meanwhile, Italian label Borsalino has partnered with entrepreneur Gualtiero Vanelli to create the Panama Restaurant Beach Versilia by Borsalino. Located in Marina di Pietrasanta, on the Versilia Riviera in Tuscany, this unique establishment will be inaugurated with a fashion show on July 15.
Adding to this wave of creativity, Philosophy, the youthful line by designer Alberta Ferretti, has transformed the Café de l’Esplanade in rue Fabert, Paris. The label introduced the ‘Philosophy Terrasse,’ featuring fabrics in its signature romantic style. Visitors can now enjoy a one-of-a-kind experience at this location, immersed in the essence of the brand.
By tailoring experiences and outfitting popular destinations with their distinctive designs, luxury labels like Burberry, Missoni, Borsalino, and Philosophy are leaving a lasting impression on beachgoers this summer. They are taking advantage of the excitement surrounding the return of tourists and leveraging their brand aesthetics to create memorable moments. These initiatives serve as a reminder of the power of creativity and connection within the luxury fashion industry, even in the face of challenging circumstances.
Useful links:
1. Burberry Official Website
2. Missoni Official Website
