THEhe map of elite holidays – but not only – is redesigned with logos and archive prints. For thesummer 2026the big names in fashion expand beyond the city catwalks. To colonize the most exclusive shores of the Mediterranean (and the world), transforming the beach club in sophisticated outdoor areas where you can relax and do holiday shopping.
Not just simple temporary shops, these new openings temporary ones are real immersive experiences. Where the brand’s lifestyle marries the great beauty of the most famous beaches. From the French Riviera to the Costa Smeralda, the beach becomes the new outpost of the most dreamed of couture.
Fashion stores opening in summer 2026
When maisons meet high-end hospitality, fashion and lifestyle they cease to be separate categories to transform themselves into a microcosm of immersive experiences and contemporary rituals. These are no longer simple commercial partnerships. Today brands build real temporary imaginaries, a map of exclusive destinations in which the design and the shoreline blend seamlessly. Between holiday boutiques and designer beach clubs, the new fashion openings for summer 2026 combine shopping and tourist experiences.
Destination Côte d’Azur
There Côte d’Azur confirms itself as the epicenter of this wave of summer pop-ups. The brand ALO lands on the French coast with two new Sanctuaries a Cannes And Saint-Tropez at 45 Rue Gambetta. Extending its wellness philosophy even on board a private yacht and on the pier of the Hôtel Martinez.
The ALO Sanctuary Saint-Tropez boutique. (Photo Courtesy of Press Office)
Not far away, for example Antibes, Burberry enters into a pact of elegance with the historic Hôtel Belles Rives, once home to F. Scott Fitzgerald. The famous Check motif of the British fashion house is tinged with the iconic blue of the hotel, dressing Art Deco terraces, piers and cabins, among personalized ice lollies and water skiing sessions in the bay.
Two jewel destinations in Italy
Moving the compass towards Italy, Dolce&Gabbana signs a dream double that celebrates the most authentic Dolce Vita. In Costa Smeraldathe maison conquers theHotel Cala di Volpe with the project DG Resort. The sunny Yellow Maiolica print dresses the terraces of theAtrium Baramong hand-painted vases and cabanas that evoke the warmth of Southern Italy. A passport to Mediterranean aesthetics which finds its perfect counterpart in the adjacent pop-up store, where to collect the key pieces of the season before an aperitif at sunset.
The Dolce&Gabbana pop up in Porto Cervo. (Photo Courtesy of Press Office)
The journey ends in the romance of Portofinoin the splendid setting of the Paraggi Bay, jewel of the Ligurian coast. Here, Dolce&Gabbana signed the takeover of the beach club The Carillonswrapping the entire structure in the fresh shades of the Verde Maiolica print.
Vertical stripes and emerald arabesques frame the restaurant Vesta Portofino and the bar area, creating a graphic contrast with the turquoise waters of Paraggi Bay. A game of mirrors between nature and tailoring, designed for those who love experiencing spectacular views with a studied, comfortable and exquisitely elegant freshness.