French fashion house Jaquemus has opened the doors to its beachfront pop-up in the sun-kissed seaside town of Saint-Tropez – complete with its very own branded beach.

The launch of the pop-up store on Ramatuelle’s Plage de la Bonne Terrass is in collaboration with local icon Indie Beach Restaurant. It comes hot on the heels of Simon Porte Jacquemus’ much-anticipated collaboration with Nike and the recent openings of pop-up boutiques over the border in Como and Portofino.

The Ramatuelle boutique is a testament to the region’s sunny charm with arched entrances, bright open rooms, a ceiling adorned with wood and burlap, and Jaquemus’ signature lemon tree. The French designer’s regionally inspired Été capsule collection is on show, featuring straw hats, delicate gold earrings and necklaces, and new variations of the iconic Chiquito and Le Bisou bags.

Outside, on Jaquemus’ first-ever branded beach is 1970s-inspired beach furniture with citrus-striped awnings, parasols and cushions in the brand’s signature patterns and hues, as well as decorative surfboards that heighten the breezy vibe.

Jacquemus x Indie Beach is open through the summer in St Tropez until October 2023.

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