dailynewsnblog
Welcome to Who What Wear Travels, a series of curated guides to destinations the fashion set loves. Consider this your download on everything from the chicest stays to the most memorable meals to the perfect travel wardrobe, all vetted by stylish locals and well-traveled fashion folks.
Last month, I had the pleasure of heading to the South of France with French luxury hospitality group Maisons Pariente just before the crowds descended on the Azure Coast for peak travel season. I started in a small village in Provence before dropping down to the coast. With Hôtel Lou Pinet as my base, I spent several days exploring the town and coastline of Saint-Tropez.
Few destinations are as synonymous with effortless glamour as Saint-Tropez. Once a quiet fishing village on the French Riviera, the seaside enclave was catapulted onto the international stage in the 1950s thanks in large part to Brigitte Bardot, whose sun-soaked style and carefree spirit helped define the town’s enduring allure in the wake of her star-making 1956 film And God Created Woman.
The crown jewel of the French Riviera, Saint-Tropez continues to be summer hot spot in 2026 as it was in the ’60s. Decades later, the destination remains a magnet for fashion insiders, jet-setters, and celebrities seeking a blend of old-world charm and coastal luxury. “What continues to fascinate me is the fact that Saint-Tropez is constantly evolving while somehow remaining itself,” shares Kimberley Cohen, cofounder and artistic director of Maisons Pariente. “Some of my earliest memories are tied to the village, its beaches, the market, and long summer days spent with friends whose families had similar traditions.” Behind the energy of the peak season, though, there remains a strong local identity and rich history that keeps people coming back generation after generation.
Now, with The White Lotus filming its much-anticipated fourth season on location in Saint-Tropez, Nice, and Cannes, the former is only set to garner even more notoriety in the coming seasons, so whether you’re spending your days lounging on the beach, strolling through the pastel-hued streets, or dining waterfront at golden hour, the key to dressing for Saint-Tropez is embracing polished ease with a distinctly French sensibility. Below, discover my fashion-editor guide, including the best hotels, restaurants, beach clubs, and shopping.
When to Visit
Like many of its Mediterranean peers, the high season in Saint-Tropez is unquestionably July and August. These are the months when it comes alive: sleek yachts line the coast, reservations max out at the famed beach clubs along Pampelonne Beach, and every patio table within striking distance of Place des Lices is abuzz. But if you want to experience the town in its quieter shoulder season, plan a trip during the beginning or end of the season: either in June, when everything has just opened and there is a sense of anticipation in the air, or otherwise in September, when you’ll get to experience it with softer light, warm water, and a more relaxed atmosphere. “These periods reveal a side of Saint-Tropez that feels more authentic and closer to the village that locals know and love,” Cohen explains. Alternatively, time it just right in mid-May, and you might even spot a few A-list faces spending some downtime after the Cannes Film Festival.
Where to Stay in Saint-Tropez
Hôtel Lou Pinet
Tucked away from the bustle of the port, Hôtel Lou Pinet offers a quieter take on Saint-Tropez luxury. With its lush gardens and Provençal-inspired design, the intimate 35-room hotel is the kind of place that invites easy elegance. Everything (and everyone) here feels polished without trying too hard.
“Lou Pinet was conceived as a sanctuary where guests could experience a different rhythm,” Cohen says about why she and her team sought to bring the hotel to life. “The idea was never to compete with the excitement of Saint-Tropez but rather to complement it by offering warmth, privacy, and a sense of ease that feels increasingly rare today. Rather than creating a destination within a destination, our ambition was to capture the atmosphere of a private Tropézien residence.” The design of the whole property, and especially of the guest rooms, creates a seamless flow between indoors and outdoors, and it gives the whole experience a feeling of nostalgia for the elegant era of the ’60s and ’70s. I had just watched the film adaptation of the 1954 novel Bonjour Tristesse on my flight over and couldn’t help but feel like I was living in one of the scenes.
Airelles Château de la Messardière
Those iconic images you see all over social media of a hypermanicured lawn overlooking the sea? That’s none other than Airelles Château de la Messardière, the jewel of Saint-Tropez where celebrities such as Sofia Richie Grainge like to come back summer after summer. It’s also one of the locations where the much-buzzed-about fourth season of The White Lotus is currently being filmed, so expect stills of Laura Dern sunning on one of its wrought-iron loungers or Vincent Cassel diving into the rectangular pool.
(Image credit: Hôtel Byblos)
Hôtel Byblos
Hôtel Byblos is quite possibly the closest place you can get to the glamorous heyday of Saint-Tropez in the 1960s. Built to woo Brigitte Bardot, it’s probably best known for hosting Mick and Bianca Jagger’s 1971 wedding and remains a fixture of the scene to this day with its on-property nightclub, Les Caves du Roy, where names such as Cher, Grace Jones, and Leonardo DiCaprio have all partied.
More hotels to jot down:
- Steeped in cinematic history, Hôtel La Ponche is the heartbeat of Saint-Tropez and has hosted everyone from Brigitte Bardot to Pablo Picasso.
- Airelles Saint-Tropez, Pan Deï Palais is the smaller sister property to the celeb-adored Château de la Messardière that’s situated in the heart of town.
- Hidden among the narrow streets of the old village at the foot of the Citadel is Le Yaca Saint-Tropez, a charming and historic boutique hotel.
- If you’re looking for a retreat into nature, La Réserve Ramatuelle is the answer with its five-star spa, sleek modern design, and serene views of the gulf.
Where to Dine in Saint-Tropez
Sénéquier
No trip to Saint-Tropez is complete without having dined at Sénéquier. It’s a fixture of town directly overlooking the marina with an eye-catching cherry-red exterior and history dating back to 1887 as the town’s first patisserie. “What I love most is not necessarily the famous terrace at lunchtime, but those quiet mornings when the village is just beginning to stir,” Cohen says. “There is a sense of continuity there, of generations returning year after year, that captures the true spirit of Saint-Tropez for me. Some places become icons for a reason.” Whether you’re doing a full lunch or popping by for a coffee or spritz, it doesn’t get any better than a table on its sprawling patio complete with unobstructed views of the yachts at port and the best people watching.
Beefbar
Every night, the restaurant of Hôtel Lou Pinet transforms into beloved international steakhouse Beefbar. Set on the leafy terrace overlooking the pool, this is a side of Saint-Tropez that feels understated and effortless but still so lively. The menu is a red-meat lover’s lineup of steak cuts and plenty of cheeky shareables that, along with the atmosphere that Cohen describes as more of a gathering place than traditional restaurant, makes this spot perfect for a long, drawn-out evening among friends.
(Image credit: Hotel Byblos)
Il Giardino
For a quintessential Saint-Tropez dinner, Il Giardino delivers old-world glamour with a lively garden setting and classic Italian fare. The atmosphere is equal parts romantic and sceney, making it the perfect excuse to lean into evening dressing. Think a sleek slip dress, strappy heels, and understated gold jewelry.
More dining to jot down:
- In association with the luxury label, Arnaud Donckele & Maxime Frédéric at Louis Vuitton is a seasonal, open-air restaurant by the Michelin-starred chef and pastry chef.
- La Vague d’Or is set among the pine trees at the Cheval Blanc hotel, making it an idyllic scene for knockout food.
- Luna Rossa has been one of Cohen’s favorite addresses for years for its fresh and uncomplicated menu.
- Named after the famous French novelist, Colette has a plant-based menu that displays the best of Provençal flavors.
- Summer after summer, Kinugawa is one of the most sought-after tables for its legendary sushi and Tokyo-inspired dishes.
The Best Beach Clubs in Saint-Tropez
Le Club 55
One of the most iconic addresses along the five-kilometer stretch of Pampelonne Beach is indeed Club 55. Since its opening in 1955, the beach club institution has resisted all the changes experienced on the private beaches of Saint-Tropez in recent years and stands as the antithesis of the over-the-top day parties that occur further down the beach. “Despite its international reputation, there is still a simplicity and authenticity that reminds you of the Saint-Tropez that existed before the spotlight arrived,” confirms Cohen. Its steeped in history, as the famed Brigitte Bardot movie And God Created Woman filmed here, and they originally created Le Club 55 as a lunch-break spot where they’d go when filming. “My order is always a glass of house white, grilled sea bass, and the berries and cream,” says bridal stylist and Life of Sponti founder Kennedy Schmidt. “[Chicest] spot ever.”
Jardin Tropezina
By the team behind the Airelles hotels comes one of Saint-Tropez’s newest and most-buzzed-about beach clubs. Come here for its relaxed yet refined atmosphere, set on the legendary shores of Pampelonne Beach that have defined Saint-Tropez since the days of Brigitte Bardot.
Loulou
Like its sister restaurants in Paris and Courchevel, the Loulou location in Ramatuelle is a go-to spot for the style set. “The atmosphere always feels joyful,” Cohen insists, “and lunch there captures the spirit of a perfect summer day on Pampelonne.” As for what to order, Schmidt says that the Margherita pizza and spaghetti with clams are her go-tos and adds that there is always a fun DJ.
More beach clubs to jot down:
- La Plage des Graniers is one of Cohen’s favorite places in Saint-Tropez because it feels so authentic. “Just a short walk from the village, it’s one of the rare beaches you can reach on foot from the centre.”
- Gigi’s relaxed atmosphere and pristine pool make it ideal for those who want something low-key (and family-friendly).
- Indie Beach is a favorite for its day parties—be sure check the calendar to align with its DJ lineup.
- Also by the Indie Beach group is Playamigos, which has become one of Cohen’s favorites because its laid-back vibe makes you immediately feel at home.
- La Réserve à la Plage is the backdrop to a very chic and slower-paced beach day.
Where to Shop in Saint-Tropez
K.Jacques
“I’ve always been team K.Jacques,” Cohen states. “I’ve worn their sandals for as long as I can remember, and for me they are inseparable from Saint-Tropez. Beyond the craftsmanship and heritage, there is something wonderfully timeless about them. They are the kind of piece that follows you summer after summer and only becomes more beautiful with age.”
By Marie
Cohen says By Marie is one of my favorite stops in town, not only for the jewelry but also for Marie’s incredibly sharp eye. “Her fashion selection is always thoughtful, highly curated, and full of discoveries. It’s one of those rare boutiques where you inevitably leave inspired.”
Maison ST
Maison ST is a Tropézien original that’s been crafting bespoke fragrances since 2014. Born from founder and perfumer Lora B’s desire to capture the essence of Provence and the Côte d’Azur, the lineup includes luxury fragrances, candles, and soaps that are all nontoxic, ethically developed, and exclusive to the Riviera.
Isabella M Vintage
Giovanna Engelbert’s favorite shopping spot in town is Isabella M Vintage, a tiny boutique that’s filled to the brim with unique vintage designer jewels from bold brooches to pretty pearls end everything in between.
More shopping to jot down:
- Battaglia has a unique mix of vintage pieces and emerging designers from around the world and perfectly reflects the more eclectic side of Saint-Tropez.
- The selection at the Loulou boutique at the beach club captures everything Cohen loves about Riviera style: effortless, sun-drenched, and chic without trying too hard.
- ALO is planting roots across the Côte d’Azur this summer with wellness activations on its branded yacht and a brand-new storefront in Saint-Tropez.
What to Pack for Saint-Tropez
Packing for Saint-Tropez is all about tapping into Riviera glamour. “The people who are truly elegant here never look like they’ve tried too hard,” according to Cohen. I couldn’t help but agree—strolling around town, I saw so many Tropéziens look put-together but understated. I lined my own suitcase with coastal essentials like an airy white midi dress, my favorite flat leather flip-flops, and, of course, a woven raffia tote that could double as a market bag and a beach carryall. I added a light cardigan to my outfits as it was crisper in May, but during the peak summer months, the temperature can get up to the 80s.
It’s all about creating looks that can seamlessly transition from beach days to long seaside lunches. Think effortless linen staples like pretty crochet cover-ups or a pareo picked up at the Saint-Tropez or Ramatuelle market married to elevated swimwear. For evenings, pack a fun printed dress or tailored matching set to wear with low heels—the Saint-Tropez style formula leans glam, after all. But Cohen always recommends small, comfortable heels rather than anything too high. “Saint-Tropez is a village after all, and you’ll spend your nights walking across the cobblestones of the old town.”
AGOLDE
80s Straight-Leg Jeans
Louis Vuitton
LV Sneakerina
MIGUELINA
Arelis Maxi Dress
Oséree
Lumière Lurex Swimsuit
Jacques Marie Mage
Barclay Sunglasses
Explore More:
