Why are luxury brands opening beach clubs, new Gucci exhibit, ELLE Café + where to learn about fashion
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Why are luxury brands opening beach clubs?
In recent years, the fashion and luxury industry has been exploring new avenues to engage with its clientele beyond inviting them to traditional fashion shows and stores. Nowadays, customers are more attentive to the values of the brand they wear and they are more conscious when making a purchase. Plus, their relationship with brands has expanded beyond fashion and the mere purchase of its products. Fashion companies are now experimenting with ways to offer a complete lifestyle to immerse customers into their world.
We’ve been seeing this initiative with the opening of new beauty salons, and exclusive parties, and a new emerging trend has been the opening of beach clubs by renowned brands to offer a unique and luxurious experience in some of the world's most sought-after sea destinations.
For example, Gucci recently took over Loulou Ramatuelle, a beach club in Saint Tropez. From sun umbrellas to beach towels, everything is branded Gucci, and on top of that, the brand is offering a curated menu and limited-edition pieces at a pop-up store.
On the other hand, Fendi opened a private beach at Puente Romano Beach Resort, a 5-star hotel setting in Marbella, Spain. It will offer the visitors the new Fendi Astrology Summer Capsule Collection, and beach equipment designed with references to the collection.
Another brand to test this new summer trend is Valentino, which collaborated with Palazzo Avino to open a beach club called “Clubhouse by the Sea” and a summer pop-up on the Amalfi Coast.
If you are wondering why they open these beach clubs and you are immediately thinking this is an occasion for brands to gain more visibility on Instagram and Tik Tok, you are right but let's go deeper.
Of course, beach clubs provide luxury brands with a platform to amplify their visibility and reach a wider audience. These destinations attract a diverse range of people, including jet-setters, celebrities, and influencers. By associating themselves with these beach clubs, luxury brands benefit from the exposure and attention generated by these high-profile guests. Social media platforms further amplify their visibility, as guests share their experiences and showcase the brand's aesthetics to their followers, thereby expanding the brand's digital footprint.
Another reason for opening beach clubs is that it allows luxury brands to create a unique brand identity that goes beyond their product offerings. The goal of luxury brands is to offer an experience to the customer. The brand becomes a lifestyle and not just a product to wear. These experiences make the brand more appealing and memorable. By creating memorable moments, luxury brands leave a lasting impression and evoke emotions associated with their brand values, thereby deepening customer engagement and loyalty.
Partnering with renowned hotels and resorts also allows brands to tap into an existing customer base to connect deeper with them, and reach aspirational customers who, perhaps, can't afford their products yet but still want to feel part of the brand and feel its lifestyle somehow. Because while it's harder to afford a 2000€ bag, more people can afford a sunbed or a dinner to feel part of the brand's world.
What are your thoughts on this beach club trend?
What's happening in the industry this week?💚
British Vogue and LuisaViaRoma staged “Runway Icons” show
Held on June 14 in Florence in partnership between British Vogue and LuisaViaRoma, and curated by Edward Enninful, Runway Icons showcased the evolution of fashion and style through the decades and celebrated 50 brands, including established fashion houses and emerging designers: Alexander McQueen, Bottega Veneta, Christian Louboutin, Fendi, Ferragamo, Jimmy Choo, Giambattista Valli, Maison Margiela, Ralph Lauren, Roberto Cavalli, Tom Ford, Valentino, Versace and Victoria Beckham, and Vivienne Westwood, among others.
Jacquemus's next fashion show destination unveiled
The French brand announced it will stage its next runway at the Palace of Versailles on June 26. Bastien Daguzan, CEO of Jacquemus, said to WWD it was part of a long-term strategy to elevate the accessible luxury brand: “The aim is to create, in the collective unconscious, increasingly strong luxury brand signifiers around Jacquemus. It may not be luxury in the traditional sense of the term — perhaps it’s a new way of approaching luxury.”
Alaïa’s and Céline’s shows scheduled 30 min apart
Paris Haute Couture Week will take place from July 3 to 6, and information has been released that Alaïa and Céline have scheduled shows only 30 minutes apart on July 2. Alaïa’s show is scheduled for 8 p.m., while Céline planned it for 8:30 p.m. Due to this tight schedule, it might be tricky for attendees like editors, buyers and influencers to see both shows, so they will likely have to choose between the two.
Vivienne Westwood and John Galliano pieces to be sold at auction
Fashion archivist, consultant, and stylist Steven Philip is planning to sell his collection of vintage clothing of Vivienne Westwood and John Galliano at Kerry Taylor Auctions in London on June 20. The collection includes standout items like a complete ensemble from Westwood’s 1981 Pirates collection and a waistcoat with a matching sketch from Galliano’s graduate Central Saint Martins’ Incroyable collection, as well as pieces from Alexander McQueen, Yohji Yamamoto, and Comme des Garçons.
Michelle Ochs is the new creative director of Hervé Léger
The founder of the fashion brand Et Ochs, Michelle Ochs, has been named the new creative director of the Parisian luxury brand Hervé Léger and will present her first Spring 24 collection during New York Fashion Week in September. In this new role, she is succeeding Christian Juul Nielsen, who held the post since 2018, and will now focus on his label Aknvas which he launched in 2019.
Michele Ochs co-founded the brand “Cushnie et Ochs” with Carly Cushnie in 2008, which closed in 2018, and as a result, Michele Ochs relaunched it alone under the name “Et Ochs” in 2021.
New Gucci exhibition in Florence
On Thursday, Gucci unveiled a new exhibition at Gucci Garden, the brand’s gallery space, in Florence that pays tribute to Gucci’s 102-year-long history in a show titled “Gucci Visions.” It shows the craftsmanship that the different creative directors did for the Italian house over the years, from the founder Guccio Gucci to Alessandro Michele, displaying the most iconic products the brand has ever released.
Condé Nast is launching Vogue Adria
Good news for fashion magazine lovers. There will be new print Vogue editions, with Vogue Adria launching in Croatia, Serbia and Slovenia in a partnership between Condé Nast and Media 3.0 Publishing, which was co-founded by Sonja Kovacs, Nenad Janjatovic, and Milan Djacic. Set to debut later this year, the print magazine will be published in Croatian and Serbian, while the online edition will be additionally available in Slovenian and English. The publication will also cover Bosnia & Herzegovina and Montenegro. Remember like I always suggest, the launch of a new magazine also means new jobs opening so keep an eye on Vogue Adria and start preparing your resume to send your applications for internships, freelance writing opportunities or full-time jobs! Preparing for these applications could be the reason why you’ll join the Summer Fashion Camp ;)
Mschf created a Microscopic Louis Vuitton handbag
The American art collective based in New York and known for creating viral products (you might remember the rubber red boots), Mschf, created a Microscopic Louis Vuitton handbag, which measures 657 by 222 by 700 micrometers. The bag is modeled after Louis Vuitton’s monogram OnTheGo handbag, however, it’s not an official collaboration as Mschf did not get permission from Louis Vuitton. According to Vogue, it will first be displayed in a sealed gel case and pre-mounted beneath a microscope on public view at the 8 Avenue Matignon gallery in Paris from June 20 to June 24. Then it will be displayed at Pharrell Williams’s auction house, Joopiter, on June 19 to June 27. What do you think of this art piece?
LVMH is collaborating with Epic Games
The goal behind this collaboration is to create new immersive customer experience with 3D technology, such as virtual fitting rooms and fashion shows, digital twins for physical items, and so on. One of the first experiences will be on display at the LVMH-sponsored VivaTech trade event, where visitors will be able to virtually experience Louis Vuitton’s fall 2023 men’s show. The company is also debuting an immersion experience in Asnières where customers will be able to explore the virtual Louis Vuitton universe and participate in each step of the manufacturing process and observe the materials and finishes of the brand’s products.
“The partnership with Epic Games will accelerate our expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and to our Maison’s websites. We will also engage more effectively with young generations who are very much at ease with these codes and uses,” said LVMH group managing director Antonio Belloni.
LVMH is concluding a sponsorship deal with Paris 2024 Olympics
The Paris 2024 Olympics Committee is said to be in late-stage negotiations with LVMH and particularly Antoine Arnault, one of the CEO Bernard Arnault’s sons. According to BoF, the deal revolves around promotions focused on LVMH as a group, its two biggest fashion labels — the Louis Vuitton and Dior brands — as well as champagne, and could cost €150 million ($161.31 million), a source familiar with the group’s negotiations has said.
Netflix is opening its first restaurant in LA
“Netflix Bites” will open on June 30 in LA and will be open seven days a week for dinner service, as well as for brunch on Saturday and Sunday. The restaurant will serve food from chefs from some of its top cooking shows - Curtis Stone (Iron Chef), Dominique Crenn (Chef’s Table, Iron Chef) and Rodney Scott (Chef’s Table: BBQ). There’s also Ming Tsai (Iron Chef), Ann Kim (Chef’s Table: Pizza), Nadiya Hussain (Nadiya Bakes), Jacques Torres (Nailed It!) and Andrew Zimmern (Iron Chef) -, and drinks from some of its top mixologists from Drink Masters, Frankie Solarik, Julie Reiner, LP O’Brien and Kate Gerwin.
Fashion Career Tip
Do you want to learn about fashion, but you feel lost in all the available sources out there and you don’t know where to start?
Fashion is a dynamic industry, with a rich history and so, as an (aspiring) fashion professional, you always need to learn more about the fashion industry whether it is to prepare for an interview, do your job better, kickstart your fashion brand, or have conversations with your peers, colleagues, and your boss.
Luckily, there are plenty of resources to choose from, which we share in our recent article “How to learn about fashion”.
You will learn:
How you can learn about fashion without attending a fashion school
Online courses that will ignite your fashion career
Resources for daily fashion updates and learning about the industry in-depth
Read the article here. Happy learning!
Nice things 💖
We love Pharell Williams’ campaign for Louis Vuitton with Rihanna
The first ELLE Café opened in Saudi Arabia
What to watch this week
Saint Laurent’s Men’s Summer 2024 show by Anthony Vaccarello was staged in Paris this Monday, and we loved it.
Fashion Profiles to follow this week
Michelle Ochs, the new creative director of Hervé Léger
Simon Porte Jacquemus, a profile filled with things he loves
Summer Fashion Camp 2023
Are you looking to study fashion this summer to learn more about it and showcase your love for fashion to recruiters especially if you don't have experience yet?
Join our Summer Fashion Camp 2023 waitlist 🏝️🤩
The Summer Fashion Camp 2023 edition is an opportunity for you to build something extraordinary for your resume, and learn everything you need to start your career in fashion, whether you want to land a job this summer, this fall, or prepare for 2024! It is going to include a selection of our best online fashion courses with new bonuses and classes that will ignite your fashion career.
Click here to join the Summer Fashion Camp 2023 waitlist now.
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Giada Graziano, Inside Fashion Editor in Chief and Glam Observer Founder
Margarita Skacenko, Fashion Editorial Assistant
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