GANT Checks Into the Côte d’Azur: A Summer of Style at La Plage Blanche

This summer, GANT is heading south—way south—to the sun-drenched shores of the French Riviera. The American heritage brand has partnered with the five-star Château de Théoule and its beachside escape, La Plage Blanche, to reimagine its Spring/Summer 2025 campaign as something not just to be worn, but lived.

Launched under the name Summer Getaway, the campaign spotlights GANT’s signature mix of elevated sportswear and modern tailoring, all now made tangible along the coastline of Théoule-sur-Mer. The Mediterranean serves as more than just a scenic backdrop—it’s the moodboard. Think open linen shirts, crisp cotton chinos, and those just-structured-enough blazers that can carry you from beach bar to terrace dinner without missing a beat.

In Montauk, the collection played out in nostalgic East Coast hues; in Théoule, the vibe is Riviera ease. Guests can shop curated looks directly on site, including limited-edition beach towels that nod to both GANT’s collegiate roots and the polished laissez-faire of the Côte d’Azur. The brand has installed its signature touchpoints across the property, from reading materials and beach games to bespoke activations designed to elevate the laid-back luxury of the resort’s private shoreline.

Fredrik Malm, GANT’s EVP of Global Commercial, Brand & Product, sees it as more than just a pop-up: “This is about experience. La Plage Blanche captures that sense of summer sophistication we’ve always championed.” It’s a clever move from a brand increasingly attuned to how its customers travel, relax—and dress while doing both.

The Château de Théoule partnership isn’t just about visuals, either. It taps into a shared ethos: timeless elegance without the formality. “This collaboration celebrates a lifestyle—refined, relaxed, and rooted in authenticity,” a hotel spokesperson explains. “We’ve designed something immersive for guests who understand that true luxury is as much about attitude as it is about aesthetics.”

The takeover runs through October, making it a long summer indeed for fans of GANT’s perennial appeal—now with a fresh Riviera twist.

La Plage Blanche, Château de Théoule
55 Av. de Lérins, 06590 Théoule-sur-Mer, France
Open to the public from May 22 to October 2025.