How the relaunch of a legendary boutique became the Riviera's most stylish summer ritual.

There are places you don't visit by accident &mdash; only when you feel a special mood calling you. Saint-Tropez is one such place. This town draws visitors with its unique atmosphere: its unparalleled landscapes, lightness, light, wind carrying the salty scent of the sea, and white wine, which is best enjoyed during a barefoot stroll along the coast. And now, for the second season in a row, another pleasure has been added to the list: the renovated CHANEL boutique, located in the iconic La Mistral&eacute;e villa in the heart of this resort.

The mansion, nestled in the greenery of a Mediterranean garden, has been completely reimagined by architect Peter Marino and now resembles a private summer residence rather than a fashionable store. It's a place you want to linger in: walk across the smooth waxed concrete, sit by the pool, feel the variety of textures, watch the light filter through the light tulle. Inside, there is no ostentatious luxury, but a true reflection of the essence of CHANEL: effortless sophistication, style as a way of life, and fashion as a way of living.

FRENCH CHIC

From the very first steps, your gaze is drawn to iconic accessories. The classic 2.55 and 11.12 bags &mdash; those without which it is impossible to imagine the history of fashion &mdash; sit alongside the new hit of the season: the CHANEL 25 bag. Next to them are sunglasses, scarves, and jewelry, which have also become an integral part of the CHANEL signature style. There is no need to choose &mdash; just feel which item resonates with your mood today.
One floor up is the pr&ecirc;t-&agrave;-porter collection. In a dynamic series of changing displays, you can see the key collections of the season: Spring/Summer 2025, the Coco Beach resort line, and M&eacute;tiers d'art 2024/25. They are united not only by the CHANEL aesthetic, but also by a holiday mood: free silhouettes, sunny glints, and femininity without clich&eacute;s. These pieces do not dictate style &mdash; they give you the opportunity to enjoy it in the moment.
The jewelry and watches presented here deserve special attention: J12, Premi&egrave;re, BOY.FRIEND, as well as the COCO CRUSH, Cam&eacute;lia, Com&egrave;te, and N&deg;5 jewelry lines. These are the details that will complete any look and give you that inner confidence &mdash; when everything feels just right.

THE ART OF LIVING AND COLLECTING

CHANEL has always been adept at communicating with the public not only through fashion, but also through art. The boutique in Saint-Tropez is further proof of this connection. The space is organically complemented by works by Georges No&euml;, Agn&egrave;s Debize, and Johan Kruten. You can even see ceramics by Pablo Picasso, who was a close friend of Gabrielle Chanel. Their presence is not pretentious, but organic: they form an intellectual backdrop for a place where clothing, accessories, and art are all part of the same world.
The lion sculptures scattered throughout the boutique need no explanation &mdash; they are not only a reference to Mademoiselle's zodiac sign, but also a reminder of the character of the house, where strength has always gone hand in hand with elegance.

HOUSE BY THE POOL

Another reason to visit CHANEL this summer is the renovated poolside pavilion. The space is decorated in a relaxed pop style: pink and apricot wood panels, smooth concrete, raffia and rope textures, screens, cushions with contrasting piping, striped poufs &mdash; all visual echoes of the Coco Beach 2025 collection. These are not just decorations, but an opportunity to showcase a special lifestyle where every detail matters.
With its atmosphere, the boutique invites guests to stop, take a deep breath, smell the fresh scent of pine trees, and simply be alone with themselves. No schedule, no routine, no rush. After all, true luxury is not so much about things as it is about the state of mind they help us create.

SUMMER RITUAL

CHANEL in Saint-Tropez is not just a fashion boutique, but a new space you will want to return to: for inspiration, for a moment of tranquility, for a reminder of how beautiful life can be. Light. Stylish. Harmonious.
And if you haven't decided what to wear this summer, maybe you should first decide how you want to feel, and then... allow yourself to enjoy that feeling. And just allow yourself to be.

CHANEL in Saint-Tropez: a vacation in Haute Couture style

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