2026 Designer Summer, Europe Edition

Fashion has become part of the European summer itinerary.

This season, some of the most recognisable fashion houses have moved onto the beach, beside the pool and into the long lunch. Gucci is at La Rose des Vents in Monaco. Burberry is at One&Only Aesthesis on the Athens Riviera. Dolce & Gabbana returns to Twiga in Versilia. Missoni is at OKU Ibiza. Emporio Armani is on the Croisette at Vega La Plage. Jacquemus is at Mandarin Oriental, Bodrum. Dior is at Il Riccio in Capri.

These addresses will photograph beautifully.

That part is expected.

The better question is whether they deserve space in your itinerary.

A designer beach club can be a brilliant addition to a European summer itinerary when the setting, timing and client all align. It can shape a long lunch, give a day a clear mood, or place the client close to the part of the season they want to experience. It can also become an over-rated stop that asks too much of the itinerary.

I look at how the day will feel once the client arrives. Where they are staying. How long the transfer takes. What kind of crowd the venue will attract. Whether the service is likely to hold up in peak season. How much privacy they want. What the rest of the day needs to do.

That is where the decision becomes more considered.

Gucci at
La Rose des Vents, Monaco

La Rose des Vents sits on Larvotto Beach, which makes it easy to place within a Monaco stay.

That matters in peak season. A good summer address should not make the rest of the day harder.

Gucci’s takeover gives the beach club a strong visual identity, with the house’s Flora motif carried through the setting. I would consider this for a client who wants a polished Riviera lunch, a fashionable beach club atmosphere and easy access back into Monte Carlo.

Burberry at One&Only Aesthesis,
Athens Riviera

One&Only Aesthesis has made the Athens Riviera more interesting for clients who want Greece with polish, sea access and proximity to Athens.

Burberry’s summer presence gives the resort a distinct visual signature. This works well because it sits inside a full resort experience, rather than asking the client to make a separate trip for a single moment.

I would consider this for a client starting or ending a Greece itinerary, especially if they want a softer pace before or after the islands.

It gives Athens more room in the trip.

Dolce & Gabbana at Twiga, Versilia

Twiga in Forte dei Marmi is a social summer address.

With Dolce & Gabbana returning, the experience becomes bolder. It suits clients who enjoy a visible summer scene, a lively restaurant and the theatre of a beach club with personality.

I would be selective with this one.

For the right group, it could be a memorable long lunch or a celebratory afternoon. For a client wanting privacy and quiet service, I would choose a different address.

Missoni at OKU Ibiza

OKU Ibiza has a slower rhythm than many people expect from the island.

Missoni suits that setting because the collaboration sits naturally around poolside design, colour and relaxed resort living.

I would consider this for a client who wants Ibiza with style, without making the day feel too demanding. It could work well after a late night, before a private dinner, or as a lighter day within a larger Ibiza itinerary.

The appeal here is ease.

Emporio Armani at Vega La Plage, Cannes

Vega La Plage has a practical advantage. It sits on the Croisette.

For clients staying in Cannes, that makes the experience easy to fold into the day. Emporio Armani brings a more restrained visual style to the beachfront, which suits the tone of Cannes well.

I would consider this for a polished beach lunch or an easy afternoon close to the hotel.

This is the kind of address I would use when the client already wants to spend time in Cannes. It should feel natural in the day, rather than become the whole reason for it.

Jacquemus at Mandarin Oriental, Bodrum

Having just spent time in Bodrum and experienced the Jacquemus collaboration at Mandarin Oriental first-hand, that address immediately stood out to me. It is one I would confidently place into the right itinerary.

Mandarin Oriental, Bodrum gives this collaboration room to work properly.

The resort has private beaches, strong facilities and enough space for the Jacquemus experience to sit within a full day by the water.

I would consider this for a client already staying at the property, or for someone travelling through Bodrum with enough time to enjoy the setting properly.

The day should feel easy here.

Arrive, settle in, swim, lunch, stay longer than planned.

Dior at Il Riccio, Capri

Il Riccio is one of Capri’s most recognisable coastal addresses.

With Dior, it becomes one of the most photographed summer moments in this edit. The appeal is clear, but Capri needs careful handling.

Boats, transfers, lunch reservations and timing can shape the entire day.

I would consider this for a client who wants a considered Capri experience and has the logistics planned with care. Careful planning is key for this one. This can be memorable when the day is built properly around it.

Also on my radar

There are several other fashion and travel moments I am watching this season.

• Dior at Hotel Cipriani in Venice brings the house into one of the city’s most established hotel addresses.

• Staud at Da Adolfo in Positano gives the Amalfi Coast a lighter, more playful summer note.

• Burberry at Hôtel Belles Rives in Antibes places the house within a historic Riviera setting.

• Alo’s wellness yacht in Cannes speaks to the growing overlap between travel, wellness and private summer experiences.

These are part of a wider shift in European summer travel. The strongest choice is never the most recognisable name, but the experience that suits the client and the way they want the day to unfold.

How I decide what belongs

The decision always comes back to the person travelling.

Some clients want to be close to the energy of the season. Others would prefer a quieter table, a private boat day, or lunch arranged away from the crowd.

The experience has to earn its place.

I look at how the day will feel in motion, from arrival and seating to service, privacy, timing and the wider itinerary.

Looking beautiful in the summer album is expected.

For private European summer planning, enquire with DBSL here.