MILAN — The beach isn’t just for the luxury juggernauts anymore.
A slew of smaller and independent fashion and lifestyle brands are flocking to seaside destinations in Italy this summer, capitalizing on the trend of beach takeovers jumpstarted by marquee luxury labels over the past few years.
As Dior, Loro Piana, Missoni, Burberry, Prada, Jacquemus, Giorgio Armani and more continue to leverage the formula, which sits at the intersection of hospitality and lifestyle to bring the brand experience to vacationing customers, labels ranging from Lacoste and Herno to Vespa are sailing for picture-perfect destinations along the Italian coastline, toying with the same concept.
Here’s a roundup of beach club takeovers from more unexpected fashion players.
Herno at Phi Beach
Herno is reprising its collaboration with Phi Beach, a tony club in Baja Sardinia, the charming coastal town on the northern part of the island. In addition to outfitting cabanas, sunbeds and deck chairs in sand and dark brown colorways, the Italian company has designed a range of beach essentials, from towels and shoppers to water bottles and hats.
Furthering its lifestyle push, the beach club is also home to Herno Suite, the first branded restaurant perched atop the cliffs overlooking the Phi Beach club and the crystal-clear Sardinian sea. It was designed in sync with the brand’s understated luxury aesthetics, with teak tables featuring rope-inspired legs, wooden chairs, as well as cork coasters and menus.
The Herno Suite restaurant at the Phi Beach club.
Courtesy of Herno
Boasting a menu conceived by chef Giancarlo Morelli, a longtime Herno collaborator, the location comprises about 20 tables.
Herno’s president and chief executive officer Claudio Marenzi touted Phi Beach’s founder Luciano Guidi for continually striving for excellence at the beach club. “Nowhere else in Europe have I found such meticulous attention to detail and care for the landscape as he has been putting into his Phi Beach for years,” Marenzi said.
Lacoste at Tigu Beach
The French brand Lacoste is decamping from the French to the Italian Riviera, taking over Tigu Beach in Sestri Levante, a picturesque and lively destination on the eastern coast of the Liguria region.
Operating through Sept. 1, Tigu Beach — the brainchild of Edoardo Santanna and Mattia Ferrari — is outfitted with Lacoste branded sunbeds, beach towels and cushions featuring the signature crocodile logo.
The Lacoste takeover of Tigu Beach in Sestri Levante.
Courtesy of Tigu Beach
In addition to a trendy culinary offering spanning Oakberry bowls and smoothies and a Callmewine-curated selection of wines, the beach club hosts a pop-up shop selling fashion and lifestyle products from different indie and niche brands, starting with beachwear label Reina Olga on Aug. 1, and changing every other week.
This is not the first fashion collaboration for the beach club, which in recent years has teamed with other brands, including Paul & Shark.
Longchamp at Bagno Felice 1
French brand Longchamp is taking over Bagno Felice 1 in Forte dei Marmi, the tony seaside resort in the Tuscany region, transforming it into the Longchamp Beach Club for the season.
Cabanas, furniture, linens and textiles, as well as accessories, down to backgammon boards and cabin keychains, have been decked in the brand’s signature pastel green color.
Throughout the summer the beach club will host a range of events and activities including live music performances.
The Longchamp takeover of Bagno Felice 1 in Forte dei Marmi.
Courtesy of Longchamp
Marking the takeover, the Longchamp boutique in town will offer an exclusive limited edition of the Le Pliage bag.
Vespa at Is Molas Beach Club and Paraggi
As it continues to invest in its lifestyle and fashion project, Vespa is doubling down on its “By the Sea” concept partnering with a couple of beach clubs across Italy.
In keeping with the seminal initiative last year, the Piaggio-owned brand is taking over a beach resort in Paraggi and adding a partnership with the Is Molas Beach Club in Sardinia, founded in the ‘70s and now additionally attractive for its nearby golf course.
The Vespa takeover of the Is Molas Beach Club in Sardinia.
Courtesy of Vespa
Vespa-branded customizations span from the lounge to the beach areas, with bespoke umbrellas, cushions, beach towels and complimentary paddle boards for guests.
Gallo at Augustus Hotel & Resort
The signature Gallo stripes are off to Forte dei Marmi decking the pool area of the storied Augustus Hotel & Resort.
Stemming from the friendship between Giuseppe Colombo, CEO of the sock-maker and beachwear brand, and Vittorio Maschietto, the entrepreneur behind the hospitality location, the partnership sees Gallo decking umbrellas, cushions and the bar counter’s backdrop in green and blue asymmetrical stripes.
The Gallo takeover of the pool area of the Augustus Hotel & Resort in Forte dei Marmi.
Courtesy of Gallo
“I have a deep connection to this place: it has always been my favorite destination, and even today, I return here with my family whenever I can,” Colombo said. “For me, it’s a tranquil oasis that fosters creative leisure, where time seems to stretch, allowing space for observation, reflection and thinking,” he said.
Doriani at Bagno Cesare
The Milanese quiet luxury brand Doriani is also scaling up its lifestyle push through its first beach takeover in Forte dei Marmi.
Marking the 25th anniversary of the flagship in town — one of the four boutiques the brand operates, which include units in Milan, Santa Margherita Ligure and Portofino — the brand has customized beach club Bagno Cesare with sunbeds, cabanas, beach towels and even the beach staff donning Doriani.
The brand has also customized La Gritta restaurant in Portofino.
The Doriani takeover of Bagno Cesare in Forte dei Marmi.
Courtesy of Doriani