This summer, luxury is spreading out across sun-drenched rooftops, seaside decks, and hotel pool clubs across the world. From Portofino to Palm Beach, top fashion houses are stepping off the runway and setting up shop where their customers actually live, play, and vacation.
The fashion calendar now includes rosé at noon, sunset DJ sets, and monogrammed pool floats. Luxury brands know that if they want to sell the vibe, they need to build the scene.
Dolce & Gabbana Make Sicily Their Stage
Luxury meets local charm at the Four Seasons San Domenico Palace in Taormina. Dolce & Gabbana took over the poolside with bold Blu Mediterraneo prints, Sicilian ceramics, and exclusive fashion you can’t buy anywhere else. This is an invitation to live the Dolce Vita.
Dolce / IG / The Four Seasons San Domenico Palace in Taormina, Sicily, features a Dolce & Gabbana pop-up with Blu Mediterraneo-themed poolside decor and an exclusive boutique offering location-specific fashion items.
Every towel, parasol, and boutique piece speaks to place. D&G didn’t just launch a collection. They curated a fantasy. And they did it at a hotel known for attracting royalty, movie stars, and serious style players.
Burberry Sets the Tone in Ibiza
Luxury takes a party turn at The Standard, Ibiza. Burberry splashed its yellow check all over the rooftop bar "Up," turning it into a branded oasis with loungers, parasols, and cocktails. There is even a Burberry swimwear collection on site, just in case you forgot your bikini.
At night, the DJ booth lights up and the vibe shifts. It is a summer state of mind. For the fashion house, Ibiza is a new kind of runway. It is louder, younger, and a whole lot more fun.
Missoni Brings Color to Venice and Beyond
In Venice, Missoni takes over the JW Marriott Resort & Spa with its iconic zig-zag stripes. From the boutique to the poolside lounge, the brand’s bold colors clash perfectly with the soft blue of the lagoon. It is luxe, but never quiet.
And over in Ibiza’s Oku hotel, the scene stays bright. Missoni’s beachwear transforms the setting into a moving postcard. The brand proves that pattern and play can still signal sophistication when done right.
Dior’s Riviera Dream Lives On
At Jumeirah Capri Palace, Dior brings back its “Dioriviera” fantasy. Think Toile de Jouy beach clubs and a boutique perched above the sea, where guests sip limoncello spritz and eat sea urchin pasta without ever leaving the branded bubble.
Dior / IG / In Portofino, Dior’s first-ever permanent spa, just opened at the Belmond Splendido. Dior skincare, Dior scents, Dior towels.
You go for a facial and leave feeling like part of the house.
Louis Vuitton Serves Style on a Plate
In Saint-Tropez, Louis Vuitton made a power move. The White 1921 Hotel now hosts a seasonal LV restaurant, where Michelin-starred dishes are served on monogrammed plates under the watch of a 33-foot inflatable Vivienne mascot.
By turning fine dining into a branded luxury experience, LV cements its place in both fashion and lifestyle. This is where couture meets culinary.
Balmain Gets Bold in Athens
Luxury hits a glam note at One&Only Aesthesis in Athens. Balmain redesigned the hotel’s pool club with custom towels, sunbeds, and a sleek Cabas handbag made just for the space. Guests lounge in branded bliss, every photo ready for Instagram.
When you stay there, you live in the brand. Every sunbeam and spritz is part of the story.