How the South of France reinvents itself for summer The brands and hotels hope to become a destination

Alaïa’s latest campaign, envisioned through the lens of photographer Tyrone Lebon, encapsulates the classic summer atmosphere of the South of France. Under the creative direction of Pieter Mulier, the campaign features models Anok Yai and Binx Walton, and highlights Alaïa’s Le Teckel bag and the swimwear collection against the backdrop of a picturesque poolside scene. While Southern France has long been celebrated for its enduring elegance, the rise of other captivating destinations like the Balearic Islands, Portugal, and Slovenian hotspots begs the question: is this region able to maintain its charm while reevaluating its strategies and opening a new chapter?

First and foremost, Gabrielle Coco Chanel’s hillside villa, La Pausa, has been restored to its former 1930s glory. Architect Peter Marino worked closely with the French house to recreate the original interiors of Chanel’s home, where this November, La Pausa will host its first official writers’ retreat, bringing together artists and thinkers. By celebrating its rich past, La Pausa seeks to inspire a vibrant, forward-looking future for this corner of the Riviera. Chanel’s presence on the French coastline remains strong. Following the reopening of its St. Tropez boutique last year—also redesigned by Peter Marino—the brand is focusing on its SS25 ready-to-wear collection, alongside the Chanel Coco Beach line and the 2024/25 Métiers d’Art collection. The French Riviera is also attracting other luxury brands. Giambattista Valli has opened its first boutique in the South of France, a summer-season pop-up shop in St. Tropez, which will remain open until November. Bottega Veneta has unveiled its boutique on Rue François Sibilli, while Dior is returning to Cannes for the second year with its beach club at Cannes Nammos. Additionally, Matière Première is strengthening its connection to the region with the opening of a boutique in the heart of Saint-Tropez’s iconic Place des Lices. Known for its organic fields of centifolia rose, tuberose, and lavender near Grasse, the brand’s new space embodies a blend of indoor-outdoor living in a contemporary Riviera style.

The intersection of luxury and hospitality keeps undergoing a transformation, with brands and properties embracing strategies for fragmented audiences. Not only are fashion brands leveraging the beach club strategy, but the hospitality sector is also redefining its offerings in dynamic ways. Louis Vuitton has announced the return of celebrated chefs Arnaud Donckele and Maxime Frédéric to their Saint-Tropez location at the White 1921 Hotel. This marks their third consecutive year of collaboration, and the restaurant has proudly earned its first Michelin star for 2025. Meanwhile, wellness luxury hotel Lily of the Valley has launched a collaboration with Aurélie Bidermann featuring pieces like the Diana and Positano bracelets, along with accessories that evoke the beauty of the Mediterranean. Casa YOUM, a design-forward guesthouse, is introducing La Tablée YOUM, a chef residency running from June 26 to August 27. Led by Franco-Tunisian chef Khouloude, this intimate dinner series blends storytelling, culture, and cuisine, offering guests a deeply personal and memorable dining experience. As Florine Cagnat, founder of PR agency Dix Louvois Paris, insightfully notes, "hotels are increasingly inviting chefs to create unique experiences because gastronomy is such an important pillar of a property—it’s about creating an emotional connection and building guest loyalty. These initiatives are revolutionizing the hospitality landscape, transforming hotels into destinations in their own right, elevating the guest experience and drawing in both residents and visitors alike.”

As the hospitality and luxury sectors continue to play the long game, one trend is taking center stage: the integration of culinary experiences, creative collaborations, and intimate audience engagement. These elements are reshaping the way brands and properties connect with their guests or customers, turning destinations into experiences in themselves. Take, for instance, Louis Vuitton’s collaboration with Michelin-starred chefs or Casa YOUM’s immersive dining series. Such ventures are not only redefining sought-after locations like the South of France but are also emphasizing the power of emotional connection. By blending heritage, innovation, and creativity, these experiences elevate the brand narrative and create lasting impressions.