PARIS — Add Givenchy to the ranks of luxury brands feeling the lure of Saint-Tropez this summer.
The French fashion house on Wednesday opened a seasonal pop-up store in the French Riviera resort, where Season Four of “White Lotus” is currently filming, promising to catapult its effortless glamour to the forefront of summer dressing guides next year.
Givenchy’s parent company LVMH Moët Hennessy Louis Vuitton has a big presence in Saint-Tropez through various retail and hospitality ventures, but this marks the first time creative director Sarah Burton’s collections will be available through a pop-up in the town that French film star Brigitte Bardot transformed from a sleepy fishing village into a magnet for jetsetters.
Amandine Ohayon, chief executive officer of Givenchy, said the 2,960-square-foot boutique on Rue Gambetta, which will remain open until Oct. 4, will offer clients immersive and exclusive experiences, including the opportunity to discover made-to-order pieces and privileged access to items from the fall 2026 collection.
“Saint-Tropez embodies a certain idea of French elegance, where culture, creativity, lifestyle and modernity naturally meet. It is an iconic destination that draws an international clientele that appreciates excellence and authenticity,” Ohayon told WWD.
The interior of the Givenchy summer pop-up in Saint-Tropez.
Courtesy of Givenchy
“We were drawn to Saint-Tropez because that energy naturally resonates with the values of Givenchy. As a house, we’ve always stood for a distinctive French elegance that is sophisticated, contemporary and deeply rooted in the moment. Saint-Tropez is the ideal setting for us to express that spirit and connect with our customers in a more intimate, experiential way,” she added.
Givenchy has previously opened summer pop-ups in the Hamptons in 2023 and in Porto Cervo, Italy, in 2023 and 2024.
But whereas the latter showcased its now-dormant Givenchy Plage collection with a beachfront takeover at Nikki Beach, the focus in Saint-Tropez is on elevated occasionwear, reflecting the creative direction that Burton has set since joining the brand in 2024.
The boutique includes a VIP salon for private appointments, known as Rendez-vous Givenchy Couture, where clients can try on bespoke pieces from the spring 2026 and fall 2026 collections, and order them made to size by Givenchy’s haute couture workshops in Paris.
Although Burton has yet to present an official haute couture collection, she has deployed the full range of her skills with exceptional creations like the floral-embroidered fringed halterneck gown that Cate Blanchett wore on the Cannes Film Festival red carpet.
Sarah Burton’s designs on display at the Givenchy summer pop-up in Saint-Tropez.
Courtesy of Givenchy
The pop-up will also carry items from the pre-fall line, alongside a selection of leather goods and accessories. It plans to host a series of intimate events, custom experiences and exclusive gatherings throughout the season.
“Our approach is first and foremost to offer collections and experiences that stay true to Givenchy’s identity. The Saint-Tropez project reflects that ambition — to adapt our offering to a summer setting while preserving the house’s creative standards and couture heritage,” Ohayon said.
Givenchy joins the ranks of LVMH brands with a presence in Saint-Tropez, where the luxury conglomerate’s chairman and chief executive officer Bernard Arnault has a private villa and several hotels, including Cheval Blanc.
Pharrell Williams, creative director of menswear at Louis Vuitton, was photographed there for his new summer campaign with Champagne house Moët & Chandon, while Dior has reopened its Saint-Tropez boutique with a restaurant and café helmed by Michelin-starred chef Mauro Colagreco.
The interior of the Givenchy summer pop-up in Saint-Tropez.
Courtesy of Givenchy
