In 2024, the economic impact was evident: between April and October, nearly three million overnight stays were recorded, generating an estimated €400 million in tourism revenue, much of it from high-end purchases. Daily spending per tourist in Saint-Tropez almost doubles the average for the Var region, reaching €127 compared to €66.
The local economy also thrives on this intense activity: fashion retail represents 14.8% of employment in the area, while hospitality and gastronomy account for 15.3%. Major fashion houses temporarily hire sales assistants, boutique directors, stylists, and visual merchandisers, strengthening a professional ecosystem specialized in communication, marketing, and immersive experiences.
A notable example of this trend was the opening of a Massimo Dutti pop-up store, where fashion design merged with contemporary art. Located on Rue Général Allard, the store operated from June 27 to October 31, 2025, showcasing the Spring-Summer collection alongside an artistic installation by the Catalan duo ELIURPI. This collaboration clearly reflected a desire to offer visitors an experience beyond fashion styling, inviting them into a multisensory journey where fashion, art, and gastronomy intertwine.
This summer, Saint-Tropez also stands out for collaborations between fashion brands and prestigious beach clubs. Brands such as Loro Piana, Jacquemus, Dior, and Dolce & Gabbana have transformed spaces like La Réserve à La Plage and the clubs of Pampelonne into themed environments where design, decor, and lifestyle become tangible experiences. Loro Piana’s project in Saint-Tropez, along with other fashion pop-ups across the Mediterranean, underscores how these destinations are becoming seasonal marketing platforms for the luxury industry.
These initiatives have a direct impact on the city's global image. Saint-Tropez offers a balance that is hard to replicate: understated luxury, iconic views, top-tier hotel infrastructure—about 40% of accommodations are four- or five-star—and a high percentage of international tourists, with 70% of visitors coming from abroad. All of this forms a lavish architecture for the summer fashion season.
However, Saint-Tropez must also address the challenge of preserving its local identity amid the pressures of a global showcase. Balancing its authentic Mediterranean charm with its role as a symbol of international luxury demands careful management to avoid cultural homogenization and ensure that the town retains its uniqueness.
In this context, fashion acts as a central force in tourism. It’s not just about exclusive items and high-end shopping, but about lived experiences: ephemeral installations, beach activations, designer clubs, cuisine with identity, and pop-up events that feed the city’s narrative as an aspirational destination. This phenomenon reinforces the soft power of Saint-Tropez, establishing it as a summer setting where global brands can deeply engage with their audiences, reinvent their sales formats, and bring their aesthetic universe to life in a privileged environment.
This summer, as every year, Saint-Tropez doesn’t just celebrate fashion—it embodies it, experiences it, and projects it as an economic and cultural force. Under a Mediterranean sky and surrounded by yachts and palm trees, the world’s most influential luxury brands find in every ephemeral runway and every pop-up boutique an opportunity to strengthen their global presence. In doing so, Saint-Tropez reaffirms its leadership as a destination where elite tourism and high-end retail merge into a truly unique summer experience.
