It is the goal of almost every brand not just to create clothes, but to create a lifestyle. (Or, in the words of Ralph Lauren: “I don’t design clothes. I design dreams.”) So it’s no wonder that every summer, countless fashion houses pop up in vacation spots that blend seamlessly with their aesthetic: a few weeks ago, Jacquemus announced they’d opened a store, restaurant, and taken over a beach club in St. Tropez—before quickly posting again that they would also be setting up shop in the Bahamas.
So, Vogue decided to round up all the fashionable pop-ups in resort locales this summer. From the Hamptons, to the Bahamas, to St. Tropez—there are many stylish places to shop for summer clothes while on holiday.
Louis Vuitton has transformed the Miami members-only club, Casa Neos, into an LV poolhouse: terraces, docks, and the pool cabanas are covered in the house’s iconic flower monogram in fuchsia and orange, and giant seashell sculptures dot the property throughout. A pop-up shop will sell everything from leather goods, ready-to-wear, to surfboards, as well as the raffia OnTheGo Miami bag.
Jacquemus brought a south-of-France flair to the Four Seasons Ocean Club by redecorating the hotel’s Ocean and Versailles pools and opening a seasonal pop-up store. Stylish jet setters can also buy a custom Jacquemus for the Ocean Club pool towel.
By Malene Birger’s bohemian-yet minimalist dresses are now available a few steps from the port in Hydra, Greece. The Nordic brand set up shop in the local, women-owned boutique Melisses Gallery this summer, where their pre-fall and spring collections will hang beside olive oil soaps and beeswax candles. It’s a full circle moment for the Nordic brand, who shot their Spring 2024 campaign on the idyllic Greek island. (“It felt like everything was pointing to Hydra,” Birger says of the collection.)
The e-commerce site and cult LA lifestyle brand have opened a joint-pop in an abandoned auto-body shop across from the East Hampton railroad station. In an homage to both locations, their “railroad racetrack” theme pop-up has a miniature racetrack garden and racing video game—as well as a curated selection of clothing from brands like Khaite, Toteme, and Etro. Flamingo Estate’s tomato candles and hand soaps will be there as well, as well as gourmet olive oil and vinegars.
Jacquemus has a chic—and comprehensive—presence in St. Tropez this summer: in addition to opening a temporary store right off the Place de Lice, they also took over nearby brasserie La Renaissance. (Chairs boast their signature yellow-and-white stripes, while dishes include sea bream carpaccio and Mediterranean pastas.) Finally, they reprised their beach club at Indie Beach, which features loungers and sun umbrellas in a dark Jacquemus green.
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Tommy Hilfiger has brought their signature Americana aesthetic to the Aegean with a new store in Mykonos that offers everything from kaftans, to crochet dresses, to classic gingham blazers with shorts. (Although you might have already seen it on Instagram: in early June, famous faces like Romee Strijd and Xenia Adonts attended the store opening on the beautiful-yet-bacchanalian Greek island.)
Khaite has a pop-up in East Hampton town this summer—the very place many of its cool, city girl clientele decamp on summer weekends. Their selection is ideal for those trying to keep stylish during the sweltering days of July and August: think cotton poplin dresses, linen pants as well as canvas bags and mesh flats. The store is adorned with local Long Island flowers and includes interior design accents by Gaetano Pesce, Tobias Scarpa, and Pierre Chareau.
Balmain partnered with LA-based stylist and Decades Inc. founder Cameron Silver to open a month-long pop-up at the Pridwin, the grand dame hotel of Shelter Island. The Balmain boutique will offer the French house’s high summer and pre-fall collections.
