Travel has always inspired fashion—but this summer, a number of brands are making that association more literal by popping up at some of the world’s most famous vacation hotspots. Although “pop-up” might be a bit of an understatement here: take Burberry’s takeover of Somerset hotel The Newt, where they mowed their iconic check motif into the croquet grounds.
Some, like the English fashion house, put their stamp on hotels; others, like Jacquemus and Loro Piana, curated buzzy beach clubs. Meanwhile, Loro Piana is (temporarily) operating out of a Forte dei Marmi flower stand. Below, find a roundup of the best fashion pop-ups of the summer, whether they are in the Hamptons or Ibiza. Talk about lifestyle.
The English house transformed The Newt in Somerset, the bucolic English countryside hotel, into a Burberry check-filled oasis: the famous motif is mowed into their croquet lawn, and also covers everything from badminton nets to golf carts to a hot air balloon. Naturally, their on-site boutique is overflowing with Burberry products as well.
This July, Ulla Johnson—the luxury bohemian brand known for its flowy printed dresses—sets up shop at the Quinta de Comporta resort in Portugal. Shop their pre-fall 2025 collection (someone, please buy look 26 on our behalf) as well as custom beach towels and robes. Come for the clothes, stay for the beverages: they’re also serving up an Ulla specialty cocktail and health tonic. Shopping is alwaysmore fun with a drink in hand.
Luxury e-commerce platforms Net-a-Porter and Mr. Porter are hosting a pop-up that isn’t technically at a hotel, but at Wyeth, the famous Sagaponack luxury showroom. In lieu of couches, you’ll find an impressively curated selection of clothes for both women: think brands like Alaïa, Chloé, Khaite, Johanna Ortiz, Brunello Cucinelli, and Tom Ford. There are things to do other than shop, by the way: Dr. Barbara Sturm will be giving express facial treatments, whereas La DoubleJ founder JJ Martin will be giving sound baths.
Tucked away in a quaint guesthouse behind The Maidstone in East Hampton is a pop-up by Sézane, the cool and affordable French brand known for its sweaters and basket bags. (A dinner celebrating its arrival attracted guests like Georgia Fowler, Aurora James, and Beanie Feldstein.) Stop by to pick up the perfect house dress and cardigan for the cooler summer nights that will have you looking effortless and casual.
French-Moroccan brand Casablanca does a complete takeover of The Surf Lodge, the Montauk hotspot known for its buzzy, bottle-popping concert series. They designed everything from the staff uniforms to their beach club, which features ombre umbrellas and royal blue lounge seating.
Jacquemus is taking over Casa Jondal, the see-and-be-seen Ibiza beach club that’s attracted the likes of Dakota Johnson and Kate Hudson this summer alone. (Other celebrity fans in years past include Dua Lipa and Kylie Jenner.) The bright yellows of the brand effortlessly pop against the golden sands and the deep blues of the Mediterranean Sea.
.jpg)
The Italian cashmere brand has curated La Réserve’s beach club on Pamplemone Beach in St. Tropez for the third consecutive summer. Their signature neutrals adorn umbrellas, sunbeds, and cushions, while a store sells their yacht-ready resort 2025 collection.
.jpg)
Elsewhere in Europe, Loro Piana has taken over Il Fioraio flower kiosk in Forte dei Marmi, where they’re offering artful flower arrangements, as well as ceramics by French artist and ceramist Karim Rahman, and Barlet Soeurs, which are inspired by draped cashmere.
La DoubleJ is hosting High Iced Tea—a playful summertime take on traditional hotel tea service—on the rooftop of Fouquet’s New York. Refreshing iced tea (which you can make boozy upon request) and fruit-topped pastries are all served in Milan-based fashion and home brand’s ceramics and upon their table linens.
