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Luxury fashion brands expand into beach clubs and premium swimwear
The luxury summer market in 2026 is characterized by a convergence of high fashion and coastal leisure. Major fashion houses are increasingly entering the hospitality sector through branded beach club experiences. For instance, Gucci has transformed La Rose des Vents in Monte-Carlo into an aesthetic extension of its brand, utilizing its signature Flora motif on beach amenities.
In the swimwear sector, the brand Vilebrequin continues to maintain a global presence with over 200 boutiques in 60 countries. Founded in Saint-Tropez in 1971, the company, led by CEO Roland Herlory, focuses on durability and timeless style, with high-end products ranging from 150 to 10,000 euros.
Consumer trends also highlight a demand for functional luxury, such as sculpting swimwear. Brands like Miraclesuit offer technical solutions, such as high-elastane fabrics designed to provide a slimming effect while resisting chlorine and salt water.
Entities
Gucci · Monte-Carlo · Roland Herlory · Saint-Tropez · Vilebrequin
Claims
What the coverage asserts, and how many sources carry each claim.
- [○ 1 SOURCE] Vilebrequin operates over 200 boutiques across 60 countries. www.parismatch.com
- [○ 1 SOURCE] The Miraclesuit Oceanus model uses a fabric with 31% elastane to provide a sculpting effect. omagazine.fr
- [○ 1 SOURCE] The brand Vilebrequin was founded in Saint-Tropez in 1971. www.parismatch.com
- [○ 1 SOURCE] Vilebrequin swimwear prices range from 150 to 10,000 euros. www.parismatch.com
- [○ 1 SOURCE] Roland Herlory states the company's mission is to manufacture the world's most beautiful swimwear. www.parismatch.com
- [○ 1 SOURCE] Gucci has partnered with La Rose des Vents in Monte-Carlo to create a themed beach club experience. www.gqmagazine.fr