Where to tan in style this summer? When luxury brands upgrade beaches and beachfront hotels

Should you choose your hotel or beach based on your clothing preferences? It’s an idea that could have been so appealing, now fashion designers are spreading their designs on the sand. A strategy of expansion and demonstration of strength for luxury houses that for several years have wanted to offer their customers a true art of living, developing lifestyle lines, often very decorative. After investing in ski resorts, here they take a “pool position” on the seashore.

Not far from Athens, Olivier Rousteing offers a blue dream in black and white. At the new One & Only Aesthesis hotel, recently opened on the coast of Glyfada, the designer offers an atmosphere around the pool in the colors of Balmain. The umbrellas, towels, armchairs and facilities are decorated all summer long with the French house’s iconic Labyrinth motif. Inspired by the intricate paths of French Renaissance gardens, the iconic design, made up of jumbled Bs and Ps, even graces the pool floor. For the launch of this poolside couture collaboration in early June, Olivier Rousteing was joined by a group of VIPs from around the world, from Kim Cattrall to Kylie Minogue, including Liam Hemsworth, Luke Evans and Joe Jonas, all of whom attended the show. the opening of the main resort.

By the Amalfi Riviera, right in Positano, on Arienzo Beach, Marciano by Guess is now opening a store. Also present in Forte Dei Marmi, as well as in Sardinia, Ibiza and Bodrum, Guess is stepping up its presence on the beaches this season. On the menu for this fashion makeover in Positano, the tropical paisley print patterns and bright colors of the brand’s summer collection evoke the famous sunsets of the colorful Italian countryside.

Even more exotic, Simon Porte Jacquemus chose to reform the pools of the legendary The Ocean Club Four Seasons Hotel on Providence Island, Bahamas, with sunny lines. At this international meeting of the 1960s, the designer lends his colors to an exclusive bath towel and the Versailles and Ocean Pools. The same atmosphere in Ramatuelle, on the outskirts of Saint-Tropez, at Indy Beach, which he is improving for another year, after the first collaboration in the summer of 2023.

Blue-eyed, always go to Mallorca to live in the colors of Alberta Ferretti. On this Balearic island, the designer opens his Bombon Pool Club at the Gran Meliá Hotel de Mar; a completely personalized space where you can find the Mediterranean codes of the Italian house, from the beach to the pool restaurant, where even the menu includes; Albi cocktail, a drink with menthol notes, specially created by Alberta Ferretti. Direct flight.