Bonjour Saint-Tropez: Thom Browne is expanding footprint with first retail location in France

Thom Browne in Saint-Tropez

Thom Browne, the luxury fashion brand based in New York City, opens up first shop in France in Saint-Tropez luxury resort, the coastal town on the French Riviera, in the Provence-Alpes-Côte d’Azur region of southeastern France.

The American fashion designer Thom Browne is expanding his footprint with the opening of his first retail location in France. Located in the exclusive private members club EPI in Saint-Tropez, the high-end designer’s new location, the Thom Browne Tennis Pro Shop, stocks his signature ready-to-wear, tailoring, and accessories alongside limited-edition EPI branded Thom Browne goods, which will be redeveloped each season.

It’s in the perfect summer destination spot, which sits alongside some of Saint-Tropez’s most prominent restaurants and luxury resorts. The designer collaborated with architect Flavio Albanese of ASA Studioalbanese on the design of the store, which remains on brand while reinterpreted with a resort feel. Red, white, and blue striped subway tiles are complimented by furniture from a mix of American and French designers, including Paul McCobb, Jacques Adnet, and George Nakashima. The shop is by appointment only to stay true to the location’s vision of privacy and exclusivity.

To celebrate the occasion, the brand collaborated with close friends. Actress Kiernan Shipka was invited to explore Saint-Tropez in style, while friend and collaborator Christian Coppola documented the experience. From helicopter rides to tennis matches, Shipka got the full Thom Browne experience in the South of France.

Long popular with artists, the Saint-Tropez resort attracted the international “jet set” in the 1960s, and remains known for its beaches and nightlife. The cobblestoned La Ponche quarter recalls its past as a fishing village, although yachts now outnumber fishing boats in the Vieux Port (Old Port). The seaside town offers many exclusive beach clubs that are popular among wealthy people from around the world.