Vilebrequin’s seashore membership is a decadent summer time getaway on the French Riviera

‘First we made the costumes. Now we’re making the set,’ says Roland Herlory, CEO of French swimwear label Vilebrequin of its newest enterprise, Vilebrequin La Plage, a everlasting ‘seashore expertise’ and café in Cannes. It marks a return, of types, for the model, which was based 50km down the coast in St Tropez throughout its Nineteen Seventies heyday.

‘The seashore is the place Vilebrequin was born. And it’s the place we belong. Each summer time since 1971, it’s been the backdrop to an artwork of dwelling within the solar. It was solely a matter of time earlier than we put the la plage “centre stage”, putting in our turtles and parasols on the Côte d’Azur.’

Vilebrequin La Plage, Cannes

Taking up L’Ondine – a personal seashore lengthy frequented by town’s A-list clientele and sitting just under the famed La Croisette boulevard – Vilebrequin have drafted French inside designer Vincent Darré to create a ‘seashore haven’ within the label’s vibrant signature fashion. 

Anticipate rows of Vilebrequin-branded solar loungers and parasols – full with vibrant seashore towels and sea star-shaped head cushions – out there to be employed by the hour (you may be taken to your seat and taken care of by a devoted ‘seashore concierge’). Sea-weathered wooden panels, hand-painted tiles, and luxurious greenery are designed to evoke sun-soaked days on the Med. Vilebrequin tote luggage and caps could be borrowed on request, whereas Vilebrequin-themed colouring books are made to maintain kids amused. 

These looking for refreshment can take a desk on the seashore membership’s terrace or a particular indoor cabin – lined with marine-inspired antiques – which hosts a bar and eating space, adorned with vibrant upholstery in previous Vilebrequin prints. Take pleasure in cocktails just like the ‘Ondine Fizz’ or ‘Seaside Bubble’ alongside a menu of meals impressed by the beachside locale, from grilled octopus to lobster salad.

‘Like a ray of sunshine, Vilebrequin La Plage shines within the daylight; by night time, the celebrities illuminate the bar and turtles shimmer on tabletops,’ says Darré, who is understood for his theatrical, oftentimes surreal designs. ‘Every little thing is designed to make your trip really feel like a technicolour movie the place you’re the main actors.’

There may also be a sequence of occasions throughout Cannes Movie Competition (16-27 Might, 2023) and throughout the remainder of summer time, spanning dinners, events and DJ units.