BEHIND THE STITCH: ALANI
June 21, 2024
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In a breathtaking marriage of fashion, luxury, and sun-drenched sophistication, French label Jacquemus has unveiled its latest and most immersive project yet–The Jacquemus Beach Club at the iconic Monte-Carlo Beach in Roquebrune-Cap-Martin. This high-profile collaboration with Monte-Carlo Société des Bains de Mer offers a vivid reimagining of the famed Riviera hotspot, seamlessly blending the timeless charm of the Mediterranean coastline with Jacquemus’ distinct minimalist aesthetic. Running from now until October 7, 2025, the transformation stands as a seasonal sanctuary that exudes leisure, artful design, and curated elegance at every turn.
Drawing inspiration from Jacquemus’ La Croisière collection, the Monte-Carlo Beach has undergone a striking makeover. Visitors are greeted by an idyllic scene: banana yellow sunbeds, coconut milk and black striped parasols, and plush, custom-designed beach towels and café cushions. These visual elements set a playful and inviting tone that embodies the designer’s signature style–clean, bold, and irresistibly fresh. Yet the transformation isn’t just skin-deep. It extends across the resort, including a revamped pier and deck areas, newly introduced padel courts, and refined public spaces, all of which reflect the effortless luxury synonymous with both Jacquemus and Monte-Carlo.
At the heart of this collaboration are two exclusive Jacquemus boutiques, nestled within the beach club itself. More than just retail spaces, these boutiques offer a deeply immersive experience. Carefully designed to feel like an intimate, Provençal-inspired home, the interiors are adorned with furniture, curated books, and art that nods to the styles of Matisse and Renoir. Here, guests can browse select pieces from Jacquemus’ latest collections in an environment that marries fashion with culture and comfort. The boutiques are designed to dissolve the traditional boundaries between commerce and experience, offering a serene yet stylish retreat for beachgoers and fashion aficionados alike.
The culinary experience has also been elevated in true Riviera fashion. The legendary Le Deck brasserie has embraced Jacquemus’ Mediterranean sensibilities, continuing to serve fresh, coastal fare while introducing updated seasonal dishes, an expanded oyster bar, and convivial family-style platters that enhance the communal dining spirit. The reinvention extends to the resort’s Olympic-sized seawater pool, which has been reimagined under the expert vision of interior designer Dorothée Delaye. The pool area now features chic and timeless outdoor furniture, luxurious sun loungers with soft white mattresses, cozy cabanas, and lounge areas adorned in the collection’s iconic stripes. Every corner evokes understated opulence, providing the perfect balance between relaxation and refined aesthetics.
With this bold project, Jacquemus reaffirms its position not just as a fashion brand but as a lifestyle curator with a uniquely compelling vision. The Monte-Carlo Beach Club’s transformation is a testament to the power of immersive design, where fashion extends beyond the runway and becomes a living, breathing part of one’s environment. For those seeking a sensory escape infused with Riviera glamour, minimalist elegance, and designer flair, The Jacquemus Beach Club promises an unforgettable summer experience along the sparkling Côte d’Azur.
