Making Waves: How Fashion Brands Are Taking Over Beach Clubs to Build Desire

By the Fashion Business Program Leader Nathalie Tessier

This summer, luxury fashion branding has gone off the runway and onto the sand. From Monaco to Ibiza, Saint-Tropez, and Marbella, fashion houses are staging full-scale beach club takeovers, blurring the lines between hospitality, retail, and performance art. These activations do more than showcase a product; they build desire, FOMO (fear of missing out), and a lifestyle that becomes Instagrammable capital.

At Istituto Marangoni Miami, we teach students that branding is no longer a static exercise, it’s a spatial, emotional, and cultural event. And nothing illustrates that better than the rise of branded beach clubs.

Jacquemus : The Master of Sun-Drenched Storytelling

This season, Simon Porte Jacquemus brings his distinctive blend of rustic minimalism and sensual charm to the shores of Monte‑Carlo, Saint-Tropez, and Ibiza.

At Monte‑Carlo Beach, Jacquemus reimagined the pier with banana-yellow sunbeds, signature umbrellas, and even a branded padel court. Two exclusive boutiques stocked his SS25 and AW25 capsules, making shopping part of the leisure experience.

Meanwhile, at Indie Beach in Saint-Tropez and Casa Jondal in Ibiza, branded surfboards, striped parasols, and seaside pop-ups transformed everyday beachgoers into brand ambassadors, eager to share and tag their Jacquemus moment.

What we teach at IMM: This is spatial branding with emotional precision. By designing visual landscapes and creating sensory memories, Jacquemus builds a world—one that followers want to enter, photograph, and never leave.

Dior – The Art of Global Beach Domination

Dior is not just on the beach—it’s everywhere this summer: Saint-Tropez, Cannes, Capri, Mykonos, Beverly Hills, and more.

With its annual Dioriviera campaign, the house sets up boutiques, cafés, spas, and poolside lounges.

In Saint-Tropez, you’ll find lion sculptures made of sand and Dior Toile de Jouy cabanas. In Capri, entire hotels get Dior-fied, from rooftop umbrellas to sunbeds. Even Los Angeles’ Beverly Hills Hotel hosts a Dior pop-up spa.

The takeaway: Dior turns locations into brand temples. Every detail—visual, tactile, and aromatic—reinforces the Dior story. The exclusivity, the craftsmanship, the FOMO—it’s all activated in real time and reposted in digital time.

Dolce & Gabbana – Sicilian Fantasy on the Shoreline

From Marbella to Portofino to Taormina, Dolce & Gabbana has unleashed a maximalist beach fantasy.

Think: print-covered loungers, branded tableware, and gelatos bearing the D&G monogram.
Collaborations with chefs like Dani García add a culinary layer to the brand universe, merging taste with textile.

What students learn: The Dolce & Gabbana approach is about immersive maximalism. Their beach clubs are not product-first; they are emotion-first. And in the luxury world, emotion drives value.

ALO Yoga – Beach Wellness as a Brand

Closer to home, ALO Yoga is activating Miami Beach in a completely different, yet equally powerful, way.

Sunrise yoga sessions on the sand, often in collaboration with Nikki Beach, offer free or RSVP-only access to branded wellness experiences.
Every mat, every coconut, every sunrise pose is branded—designed for sharing, community-building, and reinforcing the ALO lifestyle.
ALO also acquired key retail real estate on Lincoln Road for its new wellness sanctuary—a concept that blends apparel retail, spa services, and yoga under one roof.

What this teaches us: ALO isn’t just selling leggings—they’re selling the state of mind those leggings belong to. Their beach events are about health, calm, connection, and being seen living that life

Burberry, Missoni, Balmain & Pucci – The New Wave of Beach Activators

Burberry launched rooftop parties in Ibiza, paired with boutiques and custom checkered parasols.
Missoni extended its iconic zig-zags across beach furniture in Sardinia and Ibiza, ensuring even the towels speak the brand.
Balmain transformed Greece’s One&Only Aesthesis into a branded dreamscape of golds, prints, and high-profile events.
Pucci opted for subtle chic, using its Marmo prints to take over Paris terraces like Bar de la Croix Rouge—proving that beach doesn’t always mean ocean.

FOMO, Pride, and the Instagram Effect

These aren’t just beach clubs. They are highly curated, camera-ready environments where the experience itself becomes the product:

FOMO: Limited-time activations drive urgency.
Proudness: Being there becomes a badge of taste and access.
Instagrammability: From printed towels to branded cocktails, every detail invites the perfect post.

This convergence of fashion, hospitality, and social media creates a loop: experience → post → envy → aspiration → brand love.

IMM Takeaway: Teaching the Future of Fashion Marketing

At Istituto Marangoni Miami, our students don’t just learn what a brand is—they learn how to stage it.

Courses in Strategic Marketing, Digital Branding, and Consumer Experience train our students to:

Design brand activations that make headlines and hashtags
Create moments worth photographing and remembering
Blend physical and digital storytelling for maximum emotional impact

As this summer’s fashion beach clubs prove, branding is no longer about being seen in stores—it’s about being remembered on the sand, online, and in the collective imagination.

Interested in building the next wave of fashion marketing? Join us at Istituto Marangoni Miami and learn how to turn a beach chair into a brand experience.

Start Your Journey in Fashion Business

Our article, “Making Waves: How Fashion Brands Are Taking Over Beach Clubs to Build Desire”, delves into the heart of this topic, offering fresh perspectives and inspiration for fashion enthusiasts. It shows how the idea resonates with today’s creative minds and influences the trends of tomorrow. By examining real-world examples, it reveals the strategies and ideas driving forward our industry.

If you’re ready to turn your passion into a career, our fashion business program equips you with the knowledge and skills to thrive. From strategic thinking to hands-on practice, you’ll learn to turn ideas into reality.

At Istituto Marangoni Miami, we nurture future leaders in fashion and design. Join a community where creativity meets business. Begin your journey today and help shape the future of style. Embrace the journey to become an industry innovator.