27 July 2021

Trend – Como, St Tropez, Portofino, Ibiza…

by Laëtitia Cadiou

Seaside resorts with mythical names that are the stuff of fantasy, which the major fashion houses and creative brands have managed to appropriate to install their capsule collections for a summer season.

These destinations evoke in everyone’s subconscious dream vacations, a flamboyant lifestyle and excessive parties. Some major brands have understood that being able to display the name of one of these magical places on a piece of fashion or spray a fragrance with a name borrowed from an exclusive island will truly create the desire to own it. How do you go from a capsule collection to create the event of a season to a real commercial success?

Capsule collections and cruises

For a few years now, capsule collections have been emerging in association with the cruise collection. A few pieces, initially in limited editions to create desire, then sold out in a few minutes from the launch on the brand’s website. These are the cruise collections specific to vacations in the sun that gave birth to these products with the effigy of the most beautiful seaside resorts.

Ephemeral and pop-up stores.

Creating capsule collections purchased on the brand’s online site was not enough, it was necessary to be able to go and meet its customers. An affluent clientele, often more inclined to buy the product during unreasonable shopping during his trip to the port, after spending a few days sailing on his yacht.

Dior has made it a trademark, for its 3rd collection Dioriviera, it decided to embark on a new destination that of Rosewood Miramar Beach in California. Other destinations remain obvious as Mykonos, Ibiza, Capri or Portofino. This year, the numerous pieces of the Dioriviera collection were displayed in the most beautiful seaside resorts against a backdrop of toile de Jouy.


Every summer, Chanel welcomes us to one of the most beautiful private buildings in St Tropez, the baroque manor house that has become the Hotel La Mistralée, located a stone’s throw from the Old Port. This season, it unveils a décor inspired by the latest collections of Virginie Viard, combining terrace, wood, linen, marble and tweed furniture, in black, white, ecru and pale pink tones. A lush garden and its swimming pool to enjoy a cocktail after a frenetic shopping. The art of living, a Chanel signature.


Louis Vuitton is heading for Italy and is setting down its monogrammed trunks for the first time on the shores of Lake Como in the very prestigious Villa d’Este hotel. This mythical place, built in 1568, has become the hotel of choice for the aristocracy. Since 1873, it has been a 5* resort with a breathtaking view of the lake and a 10-hectare park. A minimalist space with warm colors has been imagined to host the ready-to-wear collection designed by Nicolas Ghesquière, his high-end accessories, his fragrances and some Nomadic Objects, design objects created in collaboration with internationally renowned artists. When shopping becomes an exquisite experience in an exceptional setting.

©Louis Vuitton

The colors

Mavala Switzerland makes us dream with its emblematic nail polishes, the small formats with golden caps that we take everywhere during the vacations. The new summer collection, the Pastel Fiesta Collection, is a box of 6 nail polishes in bright and sparkling colors. Each color is associated with names evocative of chic seaside resorts and especially not bling-bling. Lilac inspired by Rimini, pink for Taormina, beige for the beaches of Biarritz, light pink for the timeless chic of the Hamptons, purple for Brighton or blue for the sky of the island of Gotland in Sweden. A summer under the sign of the party in pastel.