Jacquemus’ beach club takeover returns to Monte-Carlo

When the first Jacquemus beach club landed at Monte-Carlo Beach in 2025, it arrived in banana yellow. One year later, the French fashion house has returned with a second seasonal residency that trades the bright citrus for a cooler, more graphic interplay of mint blue, coconut milk white and black. The 2026 edition, open until 27 September, reimagines the seaside venue through the lens of a 1950s club de plage, but with a contemporary designer’s insistence on using a diagonal stripe to organise an entire shoreline.

Colour and geometry at the water’s edge

The new set design runs on a single recurring motif: a bold stripe, now a recognisable signature of the brand, sheared at an angle. It transforms the space into something resembling a prism cut through the landscape, a treatment the house describes as both graphic and delicate. The stripe does not sit still. It extends from the wooden jetty to the rows of sun loungers, across the parasols, and into the fabric of the towels. The same three colours appear at the Pool Bar, where the clean lines of the seating and the bar front repeat the mint-and-white rhythm that defines this year’s visual code.

The overall effect nods to the post-war Côte d’Azur, a period when beach clubs in the region settled into a particular grammar of striped canvas, painted wood and flat, even light. Here, the palette itself does the work of calling up that era without resorting to replica or pastiche. The black accents, used sparingly on rails, edges and small graphics, add a necessary tension. They prevent the combination of mint and cream from sliding into mere softness.

A camera, a scarf and a smaller retail footprint

New for 2026 is a photo booth inspired by the label’s ‘Plage’ collection. Visitors step in and pose against a backdrop that incorporates the Hippocampe scarf, a Jacquemus accessory printed with a sea‑horse motif. The booth functions as a quiet set piece, an invitation to leave with a documented souvenir rather than just a memory of the sand.

At the beach club itself, two small boutiques carry the co‑branded merchandise produced for this collaboration with Monte‑Carlo Beach. The edit is short and specific: a towel, a T‑shirt and a beach bag. Each item carries the marks of both partners, and the shops accept visitors who are not members of the Monte‑Carlo Beach Club. They operate daily from 10:00 to 19:00, a schedule that mirrors the broad Mediterranean hours of the venue itself.

A window onto Place du Casino

The collaboration does not stop at the waterfront. A dedicated display window at the Hôtel de Paris Monte‑Carlo extends the Jacquemus presence into the centre of the principality. Inside, the same mint‑blue palette translates into a smaller, more composed tableau, visible to pedestrians crossing the square. It is a concise gesture, but one that signals that the beach club project is more than a seasonal pop‑up: it is part of a broader dialogue between a fashion house built on Mediterranean imagery and the resort group Monte‑Carlo Société des Bains de Mer, which continues the arrangement for a second consecutive year.

A brand that stages its summers

Jacquemus was founded in Paris in 2009 by Simon Porte Jacquemus, and the label has long treated its fashion shows and retail interventions as exercises in place‑making. A lavender field in Provence, a wheat field on the outskirts of Paris, the canal at the Château de Versailles, the salt marshes of the Camargue and the beach in Hawaii all figure in a list of locations that reads like a travelogue of the unexpected. More recently, the brand has brought its collections to the Fondation Maeght in Saint‑Paul‑de‑Vence and to Casa Malaparte in Capri, two sites with deep architectural and cultural weight.

This Monte‑Carlo residency continues that pattern. Rather than simply branding a stretch of coast, the label treats the beach club as a compositional exercise. The 2026 iteration, with its 1950s gestures and its rigorous colour system, reads as a study in how a ready‑to‑wear language can be translated into outdoor space for a single season. The project’s own framing, as a natural extension of the Mediterranean summer, is as much about geography as it is about neat design thinking.

Practical details

Jacquemus at Monte‑Carlo Beach
Monte‑Carlo Beach, Avenue Princesse Grace, Roquebrune‑Cap‑Martin
Open until 27 September 2026
Boutique hours: daily, 10:00 — 19:00 (shops accessible to non‑members)

As the season progresses, the mint‑blue stripe will remain fixed across the jetty, the loungers and the towels, a temporary but disciplined presence on this particular curve of the French Riviera. What the partnership offers, besides co‑branded objects and a photo‑booth keepsake, is a reminder that a beach club can be a canvas, and that summer, when filtered through a designer’s eye, can be as much about a measured colour palette as it is about the light.