Jacquemus Takes Over The Monte-Carlo Beach Club

Photo Credit: Yoann & Marco

A new chapter of Riviera elegance has begun as Jacquemus makes a stylish debut at the iconic Monte-Carlo Beach. The celebrated French fashion house brings its sun-drenched aesthetic to Monaco in an exclusive collaboration with Monte-Carlo Société des Bains de Mer, offering an immersive experience that blends fashion, luxury, and coastal charm.

This partnership marks the transformation of the Monte-Carlo Beach Club, elevating the seaside destination with Jacquemus’ signature look and feel. The collaboration reimagines key spaces across the property—most notably the Beach Club’s pier and Pool Café—with chic design elements that evoke the effortless glamour of the South of France.

At the heart of this creative fusion is a striking new visual identity. Sunbeds, parasols, and towels now appear in joyful banana yellow or in the sophisticated black and coconut milk stripes inspired by the brand’s “La Croisière” collection, unveiled in January 2025. These design details bring a playful yet polished vibe to the pier and continue through the Pool Café, creating a cohesive and memorable atmosphere.

Photo Credit: Yoann & Marco

The Pool Café, a favorite among guests, has been transformed with striped umbrellas and plush cushions that echo the same design language. Here, the laid-back luxury of beachside dining is infused with a heightened sense of fashion-forward elegance, making it the perfect spot to unwind between sunbathing and shopping.

Beyond the pier and café, Jacquemus introduces two new boutiques housed within the Monte-Carlo Beach Club. These spaces are curated to feel like a glimpse into the designer’s personal world. Inside, guests will find carefully selected furniture, art by Renoir and Matisse, and a collection of books that reflect the spirit of Provence—an area deeply tied to the Jacquemus brand identity.

The boutiques offer an intimate and exclusive shopping experience, allowing guests to explore the latest Jacquemus pieces in a setting that mirrors the brand’s lifestyle: minimal yet inviting, artistic yet grounded. It’s an environment designed not just for commerce, but for immersion into the brand’s Riviera-inspired world.

This collaboration complements a broader transformation already underway at Monte-Carlo Beach. Recent upgrades include the redesign of the Deck and pool area, the addition of padel courts, and the rising prominence of its culinary scene. Most notably, the hotel’s Elsa restaurant recently earned a coveted Michelin star—cementing the property’s reputation for luxury and innovation.

Photo Credit: Yoann & Marco

As Monte-Carlo Beach evolves, it remains rooted in its identity as a serene yet sophisticated retreat on the French Riviera. The collaboration with Jacquemus feels like a natural progression—uniting two iconic names that both celebrate Southern light, creativity, and effortless refinement.

What makes this partnership stand out is its authenticity. Since founding his label in 2009, Simon Porte Jacquemus has drawn inspiration from his upbringing in Provence, translating that warmth and casual elegance into collections that resonate worldwide. By bringing his aesthetic to Monte-Carlo Beach, Jacquemus offers not just a visual upgrade, but a full sensory experience aligned with the coastal rhythms of the Riviera.

For discerning travelers, this summer is the perfect time to visit. From the moment you step onto the pier, there’s a sense of curated calm—the feeling that every detail, from the fabric of the sun lounger to the cushions beneath your cocktail, has been carefully considered. It’s an embodiment of luxury that feels personal, not performative.

Guests will find themselves slipping easily into the Jacquemus world, whether lounging in the sun, enjoying a fresh Mediterranean lunch at the café, or browsing through limited-edition items at the boutique. The experience invites guests to live the Riviera lifestyle—not just as a backdrop for fashion, but as a fully lived moment.

The Jacquemus installation is available for a limited time, running through October 7, 2025. It offers a rare chance to enjoy Monaco in an entirely new way, where every element has been touched by one of France’s most creative voices. The boutiques are open daily from 10 a.m. to 7 p.m. and are located at Monte-Carlo Beach, Avenue Princesse Grâce, Roquebrune-Cap-Martin.

Photo Credit: Yoann & Marco

The visual identity of the campaign has been captured through the lens of Yoann & Marco, who bring the story to life with striking photography that reflects the light, mood, and beauty of the collaboration. Their images tell a story of sophisticated leisure, capturing the very essence of summer along the Riviera.

Ultimately, Jacquemus at Monte-Carlo Beach is not simply a branding exercise—it’s a holistic expression of two worlds meeting in perfect balance. It honors tradition while inviting something new, creating a summer destination that’s both aspirational and deeply grounded in place.

In a season defined by renewal and reinvention, Monte-Carlo Beach stands at the forefront of Riviera luxury—and with Jacquemus, it invites you to experience summer at its most stylish, its most serene, and its most unforgettable.

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