In Saint-Tropez, summer openings continue to set the pace for the 2026 season. Driven by the renewed appeal of Mediterranean destinations, the French Riviera is establishing itself more than ever as a prime showcase for luxury brands. In this context, Saint-Tropez holds a special place. A symbol of an exclusive lifestyle and laid-back luxury, the village attracts a coveted international clientele every summer, prompting luxury houses to strengthen their presence through pop-up boutiques, exclusive collaborations, and experiential concepts. Alongside local labels like K.Jacques, major American brands such as Amiri, Alo Yoga, and Ralph Lauren have been focusing on the destination for the past few weeks. And they’re not the only ones.
Givenchy and its seasonal pop-up
On June 17, Givenchy opened a seasonal pop-up at 35 rue Gambetta in Saint-Tropez. Open through October 4, 2026, this temporary location is part of the fashion house’s summer strategy, joining the many luxury brands that have chosen the Var peninsula to boost their visibility among an international clientele vacationing on the French Riviera.
Located in the heart of the village, the space was designed as an extension of the Givenchy universe. The brand offers a selection of ready-to-wear, leather goods, accessories, and exclusive pieces designed for the season.
Founded in 1952 by Hubert de Givenchy, the house has established itself as one of the leading names in French luxury. Known for its couture heritage and its historic ties to figures such as Audrey Hepburn, it continues to grow today as part of the LVMH group, which also owns houses such as Louis Vuitton, Dior, Fendi, and Celine.
Beyond its commercial aspect, the Saint-Tropez pop-up was conceived as a space for brand engagement. Throughout the summer, Givenchy plans to host a series of private gatherings, personalised experiences, and exclusive events there, aimed at strengthening ties with its community of customers and brand ambassadors.
Maison Michel: The summer boutique at 18 Rue Gambetta
To mark its 90th anniversary, Maison Michel has opened a summer boutique at 18 Rue Gambetta in Saint-Tropez. The Parisian house, which specialises in headwear, is thus continuing its strategy of building visibility in the most sought-after luxury tourism destinations by setting up shop for the season on one of the main shopping streets of the famous Mediterranean village.
To mark this opening, Maison Michel is exclusively unveiling three hat styles designed for the summer season. Crafted from sewn or woven straw, these creations feature natural tones ranging from sandy beige to deep brown, complemented by a more timeless black. Designed for summer wear, they feature lightweight materials and clean lines, blending seaside elegance with artisanal craftsmanship.
Since 1997, the house has been part of Chanel’s Métiers d’art ecosystem, which brings together several workshops specialising in the preservation and transmission of artisanal expertise. Since 2021, it has also been based at 19M, the space conceived by Chanel to bring together its art houses and foster dialogue between creation, craftsmanship, and innovation.
Jamin Puech designs an exclusive tote bag with the Galeries Tropéziennes
For the 2026 summer season, Jamin Puech and Galeries Tropéziennes are unveiling a unique collaboration centred on a bag created exclusively for the Saint-Tropez institution. Named Roseline, this model pays tribute to Roseline Moreu, a historic figure at Galeries Tropéziennes who left her mark on the store for more than four decades.
Available exclusively at the department store located in the heart of Saint-Tropez, this tote bag was designed to meet the summer needs of local and international customers. Conceived as a versatile accessory, it embodies the spirit of the Riviera by combining functionality, lightness, and casual elegance- qualities that are particularly sought after during the tourist season.
With the Roseline model, however, Jamin Puech adopts a more minimalist style than what the brand’s customers have come to expect. The tote features clean lines and a timeless aesthetic, reflecting a growing demand for durable accessories that can withstand the test of time without losing their stylistic relevance.
This collaboration also allows Galeries Tropéziennes to continue its strategy of differentiation through exclusivity. Founded in 1903, the retailer is one of the oldest commercial institutions in Saint-Tropez. Often described as a “chic bazaar,” it blends fashion, home decor, accessories, and everyday items into a collection that reflects the Mediterranean art of living.
Priced at 470 euros and available exclusively at Galeries Tropéziennes, the Roseline bag joins the list of products designed specifically for Saint-Tropez.
Mytheresa launches the second edition of Maison Mytheresa between Monaco and Saint-Tropez
The multi-brand luxury platform Mytheresa has chosen the French Riviera to host the second edition of Maison Mytheresa, its event concept designed to extend the online experience offered to its customers into the physical world. From June 17 to 29, 2026, a superyacht bearing the brand’s colours was moored successively at the Monaco Yacht Club and then in the port of Saint-Tropez.
Conceived as a floating private club, the project aims to bring together customers, designers, partners, and industry figures in an exclusive setting. This new edition follows an initial launch in St. Moritz and reaffirms the brand’s commitment to establishing a presence in iconic destinations of international luxury.
Founded in Germany in 2006, Mytheresa has established itself as one of the world’s leading online luxury fashion retail platforms. The company sells collections from several hundred premium and luxury brands to an international clientele with high purchasing power. In recent years, the group has expanded its portfolio of events designed to strengthen loyalty among its most valued customers, notably through travel, private experiences, and exclusive gatherings organised in various destinations.
On the French Riviera, Maison Mytheresa was conceived as a physical extension of this world. Visitors, welcomed by invitation or by appointment, can discover a selection of products curated for vacations, while participating in a program that combines collection presentations, personalised style consultations, workshops, and meetings with designers.
For this 2026 edition, Mytheresa has partnered with several brands from the worlds of wine, fine dining, and lifestyle, including Laurent-Perrier, Volzhenka, Château Saint-Maur, and Christofle. These collaborations reinforce Maison Mytheresa’s positioning as a holistic experience blending fashion, hospitality, and the art of living.
Farm Rio opens a summer boutique in Saint-Tropez
Farm Rio joins the list of brands that have set up shop in the resort town starting June 17, at 9 Avenue du Maréchal Foch. This timing, in its own way, illustrates the intensity of the retail season’s kickoff on the French Riviera. With this opening, the Brazilian fashion and lifestyle brand is expanding its international “Summer Stores” program, a concept featuring temporary pop-up stores deployed across several major summer destinations.
In keeping with this seasonal focus, the Saint-Tropez space was designed to offer an immersive experience in the Farm Rio universe. The interior design features natural materials such as straw and sisal, creating a warm and organic atmosphere. Tropical murals hand-painted by Brazilian artist Isabela Oliveira enhance the space, reinforcing its immersive identity. The entire setting showcases the brand’s Summer 2026 collection, characterised by its graphic prints and vibrant colours- which have become Farm Rio’s signature.
Beyond the aesthetic experience, the boutique also extends this approach through a product line-up designed specifically for the destination. It offers a selection of exclusive pieces inspired by Saint-Tropez, including limited-edition tote bags, caps, and scarves.
As part of a broader strategy for international expansion, this opening is also part of the global “As Cariocas” campaign, through which Farm Rio highlights the energy, optimism, and culture of Rio de Janeiro. By rolling out this concept in Saint-Tropez, the brand is continuing its international expansion while adapting its brand identity to the most popular summer destinations.
With pop-up stores, exclusive collaborations, and immersive experiences, Saint-Tropez is once again confirming its status this summer as a real-world testing ground for brands’ summer strategies.
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