Saint-Tropez was not always what social media makes it look like today.
Before it became a backdrop for visibility, it stood for something else entirely: days without urgency, lunches stretching into the evening, salt on the skin, faded colors, sailboats in the harbor, and an elegance that never felt particularly staged.
It was from this atmosphere that Vilebrequin emerged in 1971.
Founder Fred Prysquel — a photographer and motorsport journalist — is said to have sketched his first idea for a swim short on a paper tablecloth in a café in Saint-Tropez. Inspired by the relaxed surf shorts of California, he introduced silhouettes that contrasted with the tighter swimwear styles of the time. Longer, easier, lighter. (en.wikipedia.org)
To this day, the brand still carries traces of that original Riviera spirit.
Not the loud Riviera.
But the one shaped by linen shirts, wooden decks, and sun-faded tones.
Between Swimwear and Resortwear
Perhaps this is also why Vilebrequin never remained just a swimwear label.
Over the years, it evolved into a complete summer wardrobe — airy shirts, resortwear, accessories, and collections that feel less like “beach club fashion” and more like a certain approach to summer itself.
Recent collections reflect this shift clearly. The boundaries between swimwear, tailoring, and ready-to-wear continue to soften. Fabrics feel lighter, colors more restrained, prints more artistic.
Publications such as The Times Style/LUXX recently highlighted this evolution: a move away from purely functional swimwear toward pieces that transition naturally from the beach to lunch. The focus is less on performance and more on versatility.
Current capsule collections follow the same direction. For Summer 2026, Vilebrequin collaborated with label 3.PARADIS and French artist Fabrice Hyber — not as a loud fashion statement, but as an extension of a visual language shaped by art, nature, and Riviera culture.
The Embroidered Pieces
Particularly interesting are the brand’s embroidered designs.
They completely change the perception of swimwear. Instead of relying solely on graphic prints, these pieces introduce texture and depth — almost like textile objects. Some motifs appear painted from a distance, others resemble Mediterranean illustrations or maritime found objects.
The focus here is not luxury as spectacle, but craftsmanship and materiality. That is often what separates Vilebrequin from many other brands within the resortwear space.
The pieces are not trying to demand attention.
But they carry presence.
La Plage
Another interesting aspect is how strongly the brand now operates through spaces and experiences.
With concepts such as “La Plage” and collaborations with hotels and resorts, Vilebrequin is no longer simply presenting clothing, but creating environments around a particular summer atmosphere. Pool clubs, cabana spaces, and temporary installations reflect an idea of Riviera living without turning it into nostalgia.
Perhaps that is ultimately the brand’s real strength.
Vilebrequin does not present vacation as escapism.
But rather as a different way of experiencing summer.
A little slower, perhaps.
A little lighter.
And with an elegance that does not need explanation.
