How brands plan to capitalize on this summer season?

If there’s one designer who holds the key to opening the summer season, it’s Simon Porte Jacquemus. Over the past few years, the French brand has redefined destination shows drawing inspiration from the designer's Provencal hometown—whether set in a wheat field outside Paris or on a sun-soaked Hawaiian beach. Jacquemus’s deep-rooted connection to Provence and its cinematic philosophy shines brightest during the warmer months, when luxury houses turn their focus to European coastlines. From an all-blue pop-up at Selfridges in London in 2022 to a Portofino pop-up and a Capri store opening in 2024, the French label continues to champion core summer components in the brand's narrative. This year, following the grand opening of its two-floor New York flagship, the designer has brought a slice of Provence to Los Angeles with a new boutique that feels like his hometown. Adorned with olive trees, lavender, and rustic materials with a refined touch, the space is a sensory homage to the south of France. Beyond its ​​brick-and-mortar site, Jacquemus has unveiled its first-ever Ibiza pop-up in collaboration with Cala Jondal. This temporary shop, available until the end of the 2025 season, features a beach club with a captivating setting overlooking the Mediterranean. With consumers increasingly craving physical experiences paired with aspirational branding, Jacquemus knows how to master the art of delivering the ultimate summer dream, that ‘almost forgot that this is the whole point’... because what better start of the season than by generating TikTok and Instagram views at the same time? Hoping to create a buzz that resonates both online and offline, engaging audiences and unlocking new customers. 

Summer may have yet to fully arrive, but in the South of France it has already revealed itself in full force with the celebration of the 78th Cannes Film Festival. Merging the worlds of film, fashion, and luxury, houses such as Chanel, Dior, Ami Paris—main sponsor of Cannes Critics' Week and responsible for awarding the AMI Paris Grand Prix—, and L'Oréal Paris—the official makeup sponsor of Cannes 2025—are capitalizing the connections between cultural significance and the industry itself. The festival's star-studded twelve days is expected to surpass last year’s $86.3 million in Estimated Media Value (EMV) on Instagram, further cementing its worldwide influence. Since 1998, Chopard has been a proud official partner of the Cannes Film Festival. In fact, it has been the top-performing luxury brand of 2024, making the festival especially memorable and looking for a long-lasting impact with the designs conceived by Copresident and Artistic Director Caroline Scheufele. In addition to unveiling a memorable high-jewelry collection for the red carpet, Caroline Scheufele introduced her exquisite new designs through the line Caroline’s Couture on the Chopard Rooftop at the Hôtel Martinez. Meanwhile, Giambattista Valli is creating buzz with the opening of its summer season pop-up shop, which will remain open until November. This marks Valli’s first boutique in the South of France, perfectly timed to capitalize on the festival’s energy. With fashion editors, stylists, and customers gathering in one place, the brand may gain significant traction. Beyond the festival, Giambattista Valli aims to position the South of France as a year-round destination, unlocking global audiences and opportunities for growth. 

Beyond the allure of beach clubs—a concept embraced by Dior, Gucci, Armani, Louis Vuitton, Dolce & Gabbana, Jacquemus, and Loro Piana in Saint-Tropez last year—brands are introducing collaborations and launches in order to captivate and engage new audiences. Celine set the tone with its latest offerings at The Selfridges Corner Shop in London, unveiling the Un Été Français fragrance alongside interiors inspired by Saint-Tropez beach club aesthetics to complement its summer collection. Indie retailer Koibird and swimwear brand Leslie Amon joined forces to create a vibrant 10-piece collection featuring crochet beachwear and dresses. Meanwhile, Farm Rio, the Brazilian fashion and lifestyle brand, partnered with Starbucks for a limited-edition summer merchandise collaboration, a surprise for fans of both brands. Undoubtedly, individual brands and companies are expanding their horizons. Aquazzura debuted its first eyewear collection and ventured into hospitality with the launch of its first bar at Hotel de Russie in Rome, open until November. The worldwide platform Moda Operandi, known for its curated fashion edits, announced the launch of its fourth Club Moda collection, Club Moda Riviera. This exclusive edit features over 350 styles from 60 designers, including Brandon Maxwell, Christopher John Rogers, Missoni, Etro, Oscar de la Renta, Rosie Assoulin, Magda Butrym, Bernadette, and Cala de la Cruz. The collection embodies the relaxed glamour of coastal Europe, offering playful gingham mini dresses, tassel-accented separates, and citrus-hued micro-short sets.

Summer is proving to be an interesting opportunity for brands, especially in the main fashion capitals. According to the French Ministry of the Economy, “the initial trends for French tourism of the first quarter of 2025 are very favourable,” making it a prime time for creative ventures. In Paris, designer Johanna Ortiz brought a touch of the Caribbean to the french capital with her four-month pop-up space at Le Bon Marché. Her 250-piece capsule collection features Caribbean-inspired clothing and accessories, alongside candles crafted with French perfumer Bon Parfumeur, chic eyewear designed with Italian specialist L.G.R, and hand-painted ceramic tableware from Carmen de Viboral. Additionally, her collaboration with Litoral adds even more depth to this vibrant collection.

Meanwhile, French jewelry label ALT Paris is expanding its presence with the opening of a second shop in Paris this month. Founder Théo Jaquet shared some insights about the upcoming season: “Summer remains a challenge for us, as our sales are more focused on necklaces, earrings and wedding jewelry. With our workshops closing in August, we need to carefully anticipate demand. However, summer is still a good time to test new ways of communicating, organize customer events, and create content easily (thanks to the weather). Every year, we boost our advertising budgets on social media and strengthen partnerships with influencers to drive online sales—and we’re doing it again this year. On the wholesale side, we’re expanding our presence in summer destinations to ensure consistent growth year-round.” he explained.