Luxury fashion is venturing far from traditional designer boutiques this summer with Burberry and ALO leading a wave of destination takeovers across the French Riviera.
Fashion houses are transforming some of France’s most glamorous destinations into branded playgrounds, where beach clubs, boutique hotels and boats become extensions of the runway.
The move marks a broader shift in luxury where travel and fashion are intertwined and experiences are fast becoming the new symbols of status.
Burberry checks in to historic art deco hotel
Burberry is extending its reach this summer with a visual takeover of the Hôtel Belles Rives on the French Riviera.
The British fashion house has covered the historic villa its signature Burberry check just in time for the Cannes Film Festival.
The unmistakable heritage pattern has been reimagined in a deep blue to complement the hotel’s surrounds, and will appear on everything from umbrellas and sun loungers to a redesigned version of the hotel’s original 1920s elevator.
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Whether soaking up sunsets at newly renovated The Fitzgerald Bar, or enjoying long lunches at Belles Rives Beach Restaurant, the British heritage brand will be front and centre.
Until 30 September, guests can cool off with Burberry-branded ice lollies on the hotel’s private beach or take to the sparkling waters on waterskis decorated with the brand’s signature house check.
The partnership is no accident, blending Burberry’s sophisticated style with the effortless glamour of this Riviera gem.
Once home to F. Scott Fitzgerald, and a favourite haunt of Ernest Hemingway and Gertrude Stein, Hôtel Belles Rives is an enduring icon of sun-kissed Mediterranean indulgence.
Sitting pretty on the Cap d’Antibes, the hotel boasts 43 breezy guest rooms and suites, as well as a private water sports club and boat dock.
Culinary offerings are underpinned by La Passagère, the Michelin-starred on-site restaurant led by Aurélien Véquaud.
ALO makes its French Riviera debut with summer of wellness
ALO has announced the opening of its newest global destinations across Cannes and Saint-Tropez with two new stores, a wellness takeover of Hôtel Martinez Pier and the debut of ALO Voyage: Wellness Club at Sea.
Known for its premium studio-to-street wear, the fashion and lifestyle brand is continuing its global expansion at La Plage du Martinez with a takeover that features 40 custom ALO sun beds.
Hotel guests can also enjoy ALO wellness programming and a custom menu of fresh juices as the brand transforms the pier into a seaside retreat.
To celebrate the opening of its first two locations in France, ALO will host a series of complementary summer wellness activations for its community.
In-store experiences include sound bowl healing, psychic readings, ear seeding and journal customisations.
In Cannes, programming expands to the waterfront with the ALO Run Club along La Croisette, beach yoga along La Plage du Martinez Pier, and Pilates classes in partnership with Pike Studio.
Yoga classes will be held in Saint-Tropez at Hôtel La Ponche, offering an intimate, localised expression of ALO’s wellness philosophy.
Sailing from May 17, ALO Voyage: Wellness Club at Sea will bring an elevated, invitation-only experience to the Riviera.
Set aboard a privately-chartered yacht, the activation will bring the ALO philosophy to life – that true luxury is defined by how you feel.
CEO of international Benedetta Petruzzo said the Riviera openings mark a new chapter in how ALO shows up in Europe.
“There is a particular rhythm to the French Riviera in summer, the way people travel, gather, take care of themselves, and it connects deeply with what ALO stands for,” she said.
