For summer 2026, the major fashion houses are no longer content simply to dress people: they dress beaches directly. Parasols, sun loungers, changing cabins, beach towels and even boats and bicycles become part of a branded aesthetic universe, transforming the Mediterranean’s most beautiful beaches into true extensions of the brands. If you’re wondering where to go on holiday this summer, here is the map of the most spectacular beach clubs branded by fashion houses in 2026, with a few curiosities about the locations that host them.
Why fashion houses are branding beaches
The beach takeover phenomenon is one of the strongest trends in contemporary luxury: holidays are when customers are most relaxed and receptive, and a customised beach club turns a purchase into an experience. The result is immersive, photogenic design, often accompanied by pop-up boutiques offering exclusive capsule collections available only there.
Dior: from Liguria to Capri and Turkey
Dior remains the queen of the Riviera with the Dioriviera project. In Italy, the French fashion house has been behind two dream destinations for years: Bagni Fiore di Paraggi, in the bay between Portofino and Santa Margherita Ligure (a historic beach club once frequented by Brigitte Bardot), and Il Riccio in Capri, the beach club perched above the sea at Capri Palace, dressed by Dior for the fifth consecutive year and complete with an internal boutique. For the debut of the Jonathan Anderson era, the Riviera Project 2026 has also arrived at D Maris Bay, on Turkey’s Datça coast, where even the bottom of the swimming pool has been decorated with the fashion house’s name.
Curiosity: Paraggi Bay is one of the very few sandy beaches on the eastern Ligurian coast, nestled between two headlands covered in Mediterranean scrub.
Dolce&Gabbana: majolica from Portofino to Sardinia
The DG Resort circuit reaches two iconic destinations of the Italian summer. In Portofino, the Le Carillon beach club in Paraggi Bay is dressed in the Verde Maiolica print, which complements the colours of the surrounding vegetation. In Costa Smeralda, at Hotel Cala di Volpe, the Maiolica Gialla print takes centre stage instead: customised cabanas, hand-painted vases and a pop-up store, while the Atrium Bar terraces are transformed by sun-drenched shades inspired by southern Italy.
Burberry on the Athenian Riviera
For 2026, Burberry chooses Greece: at One&Only Aesthesis, just outside Athens, the iconic House Check is reinterpreted in a palette inspired by the shades of the Aegean and applied everywhere, from the swimming pool to the tennis and padel courts, as well as bicycles, buggies, boats and even a branded ice-cream cart. The resort boutiques offer a selection from the High Summer 2026 collection.
Curiosity: the Athenian Riviera is the stretch of coastline running from Athens towards Cape Sounion, where the Temple of Poseidon overlooks the sea at sunset.
Armani and Forte dei Marmi: a love story
The most romantic chapter of the summer belongs to Giorgio Armani in Forte dei Marmi. The fashion house has acquired the historic Capannina di Franceschi - a legendary venue founded in 1929 - which begins a new chapter in summer 2026. It is an act of affection before being a business venture: it was at the Capannina, in 1966, that Giorgio Armani met Sergio Galeotti, with whom he would found the fashion house in 1975. The Armani Mare project, with its Mediterranean neutrals, also reaches Capri, Cannes and Porto Cervo.
Other destinations to note
The 2026 map is extensive: Loro Piana brings its sand tones to La Réserve à la Plage on Pampelonne Beach (Saint-Tropez); Gucci enlivens the French Riviera with beach clubs and an exclusive capsule linked to its Monte-Carlo boutique; Missoni continues to bring its zigzag pattern to Costa Smeralda and exotic destinations such as the Maldives, Dubai and Bali; Herno designs cabanas and even a panoramic restaurant at Phi Beach in Sardinia; V°73 brings its stripes to four Italian destinations, from Venice to Capri; Liu Jo travels from Taormina to Cannes and Ibiza with its Summer Club; and Alo makes its wellness takeover debut on the pier of Hôtel Martinez in Cannes.
The style tip
Whether you choose Paraggi or the Aegean, there is one rule: in these places, elegance is relaxed, never contrived. A well-cut swimsuit, a linen shirt, an iconic towel and the right sandals are worth more than any total look. In our selection, you will find everything you need to be worthy of any branded beach club: from MC2 Saint Barth men’s swimwear to women’s swimwear and beachwear, as well as the beach towels perfect for spreading out on a sun lounger, including a designer one. And if you’re travelling in July, take a look at our 2026 Summer Sale.
Frequently asked questions
What are branded beach clubs?
They are beaches and hotel pools customised for a season by a fashion house: sun loungers, parasols, changing cabins and accessories are covered in the brand’s signature motifs, often with pop-up boutiques and exclusive capsules.
Which are the most beautiful branded beach clubs of summer 2026?
Among the most spectacular are Dior at Bagni Fiore di Paraggi and Il Riccio in Capri, Dolce&Gabbana in Portofino and at Cala di Volpe, Burberry on the Athenian Riviera and Armani at the Capannina in Forte dei Marmi.
Do you need to book?
Almost always: these are exclusive clubs with limited availability, especially during peak season. It is best to plan well in advance through the venues’ official channels.
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