Thought luxury brands reserved all of their stylish savoir faire for the catwalks? Think again. This summer, a number of the world’s most famous fashion houses and beauty brands, from Burberry to Jacquemus, have collaborated with some of Europe’s five-star hotels to create looks that can be served far beyond the runway. Having rendered umbrellas, sunbeds and towels in an array of recognisable prints and patterns, we scoured the continent for beach clubs and poolside retreats you’ll most definitely want to be seen at this season. Here are the best hotel fashion pop-ups to know now. 

Jo Loves at Pan Pacific London

Fancy an European escape without even leaving the capital? Head to Pan Pacific London: a five-star oasis just moments from Liverpool Street that’s channelling life on Lake Como this summer. Having partnered with Jo Loves to celebrate its latest limited-edition scent, With Love from Como, Pan Pacific has transformed its Sensory Wellbeing Floor into a chic poolside retreat, complete with citrusy scents, sophisticated cocktails and tangerine-hued sunbeds. 

Available to both hotel guests and wellbeing day-pass guests until the end of August, the space features bright umbrellas, floats and deck chairs around its serene 18.5m infinity pool, while the family-friendly corner is complete with beanbags and activities to keep little ones thoroughly entertained. Plus, don’t miss the Lake Como pop-up café adjacent to the pool so you can get your fill of limoncello and clementine and peach mimosas paired with plates of wild mushroom arancini and classic bruschetta. Bellissimo!

Missoni at Cali Mykonos, Greece

Missoni is bringing a pop of colour to the ethereal Greek isles this summer, having taken over the beach club at the five-star Cali Mykonos. Renowned for its unmistakable zigzag patterns and bold colour combinations, Missoni complements the sleek, minimalist design of the hotel, which now boasts a playful palette. 

The pop-up includes daybeds adorned with Missoni’s signature graphic stripes in a spectrum of blues, echoing the tones of the surrounding Aegean landscape, while the property’s private beach also features matching umbrellas, headrests and poofs designed for languid lounging. Fancy taking this collaboration home? Make a beeline for the resort’s boutique to pick up your own Missoni-branded towels and exclusive tote bags. 

Dolce and Gabbana at Four Seasons Hotel Taormina, Sicily

Dolce and Gabbana is bringing a slice of la dolce vita to the Four Seasons’ San Domenico Palace in Taormina this summer. A hotel fit for a king and queen – it’s housed inside a former monastery and was also a filming location for The White Lotus – it’s a fitting backdrop for the Italian brand to add its signature aesthetic to one of the most iconic locations on the eastern Sicilian coast. 

Now returning for its second summer season, expect a Blu Mediterraneo themed design, decorating the entire infinity pool area overlooking the sea and its terrace. Inspired by the colours of the Mediterranean coastline, this print evokes the freshness of Sicilian ceramics, paying tribute to the handmade craftsmanship rooted in Southern Italy, and can be perused at the in-house shop also stocking exclusive creations designed for the hotel. You heard it here first. 

Burberry at The Standard Ibiza, Spain

Following its pop-up at The Newt in Somerset earlier this year, Burberry has moved into the Balearics for a summer takeover of The Standard Ibiza. Blending style, escapism, and an unmistakable British attitude, the collaboration has transformed the rooftop pool and restaurant, blending the Burberry Check with the hotel’s signature yellow hue. Also rendered in the bespoke colourway is an array of loungers, parasols, and branded seating – and even a Burberry boat named Check Mate, which will be making waves along the Ibiza shoreline. 

Framed by sunset views, the rooftop comes alive with weekly Burberry-led cocktail evenings, soundtracked by guest DJs and captured at the branded photo booth. A curated edit of Burberry summer staples, from swimwear to sunglasses, will also be available to shop so you can keep cool while making a statement.

Jacquemus at Monte-Carlo Beach Club, Monaco

Jacquemus is partnering with Monte-Carlo Société des Bains de Mer to take over one of its most popular spots: the Monte-Carlo Beach Club. The legendary pier stretching over the Mediterranean and the Pool Café has been adorned with the brand’s banana yellow, coconut milk white and black stripes aesthetic to create a special pop-up exclusive to the Principality. Inspired by the La Croisière collection unveiled in January 2025 in Paris, the play of stripes can also be found in the Pool Café, on the parasols and soft cushions.

Valentino Beauty at Puente Romano Marbella, Spain

The five-star Puente Romano Marbella is partnering with Valentino Beauty for its second year with a new Born in Roma pop-up, exclusively available until 15 September. Located in the heart of the resort’s Mediterranean gardens, the ephemeral boutique celebrates Valentino’s Born in Roma fragrance collection, brought to life in a real secret garden inspired by Manet’s Le Déjeuner sur l’herbe – think summery orange hues and pristine ivory arches. Inside, guests can explore the complete collection, enjoy personalised fragrance experiences with golden charms, and receive exclusive vanity cases with every purchase. 

Read more: Eight must-visit towns on the French Riviera – and where to stay while you’re there