Jacquemus and the Mediterranean have always shared the same visual vocabulary, built on endless blue horizons, sun-bleached architecture, effortless elegance and the confidence that true luxury rarely needs embellishment. This summer, that relationship returns to one of the Riviera’s most iconic addresses as Jacquemus returns for another season at Monte-Carlo Beach.
Following the success of its debut in 2025, Simon Porte Jacquemus’ fashion house has renewed its partnership with Monte-Carlo Société des Bains de Mer, unveiling a completely refreshed aesthetic that will remain in place until 27 September 2026. The collaboration transforms the legendary beach club into an immersive expression of the Jacquemus universe, where fashion, hospitality and the Mediterranean art of living exist as one.
Inspired by the glamour of 1950s beach clubs, this year’s concept replaces last summer’s sunshine yellow with a serene palette of mint blue, coconut milk white and accents of black. The brand’s now-iconic diagonal stripe becomes the defining visual signature across the entire destination, stretching from the private jetty to rows of sun loungers, umbrellas, towels and the Pool Bar itself. The Pool Bar adopts the same minimalist palette, while a new photo booth inspired by the Jacquemus Plage collection invites guests into the label’s playful world, complete with references to its whimsical Hippocampe motif.
The collaboration also speaks to Jacquemus’ remarkable evolution. Since founding the independent Parisian fashion house in 2009, Simon Porte Jacquemus has consistently blurred the lines between fashion, art and place. From lavender fields in Provence and salt marshes in the Camargue to Château de Versailles and Casa Malaparte on Capri, his runway presentations have become destinations in their own right, each reinforcing the house’s deep connection to emotive landscape.
For Monte-Carlo Société des Bains de Mer, the partnership reinforces its position as one of luxury hospitality’s most culturally relevant destinations. Increasingly, the world’s leading resorts are becoming platforms for fashion, art and design, recognising that today’s discerning traveller seeks immersive experiences as much as exceptional service.
