Vilebrequin Now Has a Vibrant Beach Club in the French Riviera

A beach club in Cannes.

Writer Claudia Cusano

Photo by Jérôme Galland

Nothing says summer chic like the south of France. Just below the Croisette, the main thoroughfare in Cannes, is where Vilebrequin has set up its own private beach club. The Saint-Tropez swimsuit brand has provided beachgoers with their favourite trunks since the 1970s, and now with Vilebrequin La Plage, a permanent seaside experience. “We want to bring to life the art de vivre from the ’70s,” says Mathieu Sauleau, CEO of Vilebrequin. And so, the brand’s first beach club with Vilebrequin’s vibrant aesthetic. Of course there are sun loungers and parasols but also a bar/restaurant with indoor and outdoor dining areas. “This is not Nikki Beach,” Sauleau remarks of this beach experience. “We are more family oriented.”