Jacquemus Returns to Monte-Carlo Beach With a Fresh Riviera Takeover
Luxury relaxation.
It’s not lost on the lucky loungers basking on the Monte-Carlo Beach Club pier that they’re on something of a runway. As it has for nearly a century, the iconic jetty reaches into the azure Mediterranean off Roquebrune-Cap-Martin. But this season looks different: Jacquemus has taken over the pier for the second year in a row, transforming the slender stretch with the French fashion label’s sun-drenched aesthetic.
The pier is now decked out in sunbeds, umbrellas, and towels bearing the Jacquemus label. Double-tier parasols are dressed in cool mint blue, coconut milk white, and heathered black. Sunbeds with stylish curved backrests are wrapped in Jacquemus’s playful stripes, a twist on nostalgic Mediterranean beach clubs, running diagonally across cushions in what has become part of the brand’s DNA.
Monaco makes sense for many luxury labels. But the partnership is a natural fit for Simon Porte Jacquemus, who was raised in the South of France and has long channelled the Mediterranean into his label’s vision. Monte-Carlo Beach, a fixture of the Riviera since the 1930s, makes a sensible backdrop for stepping into the Jacquemus narrative.
As you’d expect on this stretch of the Riviera, the Jacquemus pier is an exclusive perch—it requires a special booking for a full day. But it’s not out of reach: anyone can book a sunbed, even those who aren’t guests of the club or hotel. And for those who follow the sun, it’s a glorified photo opp of the most glamorous variety.
The takeover continues throughout the property. The Pool Bar—where bottles of rosé and stylish cocktails (like the classic piña colada but with a matcha twist) are rushed out to sunbeds—has also been refreshed with black and coconut stripes, extending the Jacquemus lifestyle into the resort.
And of course, it wouldn’t be a proper takeover without shopping. The property features not one but two Jacquemus boutiques carrying some of the brand’s latest releases. A few co-branded items between Jacquemus and Monte-Carlo Beach (a towel, a status T-shirt, a beach bag) sit alongside broader resortwear pieces—like variations of the Rond Carré clutch, which echoes the pier’s palette in striped blue-and-white canvas outlined with black piping—all up for grabs without losing sight of the pool.
The latest Jacquemus installation also arrives amid a series of refurbishments throughout the property, the unquestionably hip address under the Monte-Carlo Société des Bains de Mer hospitality group, which also owns historic heavyweights like Hôtel Hermitage Monte-Carlo and the grande dame Hôtel de Paris Monte-Carlo.
The resort recently unveiled interior architect Dorothée Delaye’s refresh of Le Deck restaurant—complete with a lush poolside terrace backed by a wall of trellises and topped with a canopy of billowing striped textiles—as well as the hotel’s Olympic pool, where prized cabanas embrace a similar vibe. But the opening of La Vigie Zanoni Monte-Carlo, an Italian-inspired restaurant perched on a bluff with views of the Mediterranean and the beach club, is certainly one of the destination’s most scenic, coveted spots—second only to those prized sunbeds on the pier.
The collaboration runs through September 27. Whether it will return for a third season in 2027 is yet to be decided. As for today, the Jacquemus runway is yours for the booking.
