It was in the 60s that Mina, one of the most renowned singers of Italy, sung Stessa spiaggia, stesso mare (Same beach, same sea). This was during the economic boom, a time when beaches were busy but not excessively, when you would wait a whole year to return to these splendid expanses of golden sand and meet with your family, friends and lovers. A time of late breakfasts, sunset aperitivi and boozy dinners. Why would you ever want to change this magical combination? Today, these same beach clubs are the ones to have change, customised by the biggest fashion houses. This season dive into olympic sized pools or swim in the mediterranean sea under the shades of fashion.
Dior was among the first to customise the most glamorous beach destinations and for the second year running painted Bagni Fiore, in the emerald bay of Paraggi, with sunbeds, towels, umbrellas and cabins in white and green Toile de Jouy from the maison. There’s also has a signature spa area and a pop up shop with a dedicated collection. For lunch and aperitifs, you can order from the Langosteria menu, one of the best fish restaurants in northern Italy. Whereas in Capri, the Il Riccio restaurant and beach club hosts the Dioriviera Pop-Up: a terrace for an aperitif, a temporary store overlooking the sea and cabins, sun beds and sun umbrellas decorated with the Toile de Jouy pattern.
Double J, one of the most colourful and imaginative brands for dishes, tablecloths and clothes, signs the pool and bar of Villa Passalacqua, one of the last hotels to open on Lake Como, undoubtedly one of the most luxurious in Italy. The designer JJ Martin has created a special collection, in collaboration with Valentina De Santis, which is also available to purchase online: striped ceramics, green and lilac glass, cushions with peonies, aprons with daisies. placemats with fish.
Dolce & Gabbana
Dolce & Gabbana has selected very few exclusive locations to paint in the iconic Blu Mediterraneo pattern. Starting in Capri, the quintessential cosmopolitan Mediterranean rock is not only one of the most famous resorts among Hollywood celebrities, but also the perfect backdrop for Dolce&Gabbana’s most iconic pieces. Located in the very heart of Capri, near the famed Piazzetta is the Grand Hotel Quisisana, the beautiful resort that Dolce&Gabbana has chosen to decorate. Among the orange blossom-scented gardens and spectacular views of Faraglioni and Marina Piccola, the hues of white and blue stand out emphasising the atmosphere of a seaside escape. But the maison also returns to its roots of inspiration and lands in Taormina, one the eastern coast of Sicily. Here lies the Four Seasons San Domenico Palace, an ex medieval monastery that thanks to the latest “The White Lotus” series became entirely booked out for the season. Umbrellas, towels and inflatables alternate in the white and blue print.
Missoni is the epitome of eclectic, kaleidoscopic colours and this year has chosen to customise Nikki Beach Costa Smeralda, in Cala Petra Ruja, Sardegna. The maison has completely painted the beach club, transforming the sun umbrellas, sunbeds and restaurant in electrifying teals, turquoise and lime green immersing visitors in the distinctive Missoni aesthetic and craftsmanship. The project, led by Alberto Caliri, Creative Director of the Missoni Home Collection, is perfectly aligned with the aquamarine coast of the island, enhancing even more the glamorous nature of Porto Cervo.