The brand guide to this summer’s European pop-ups

27 May 2025

The weather is warming up, and brands and tourists alike are gearing up for Euro summer.

Fans of Jacquemus can head to Ibiza’s Cala Jondal to be fully immersed in the brand world: lounge on a polka-dot sunlounger; under a raffia or Jacquemus-branded parasol; dry off with a banana yellow Jacquemus towel; and stop by the pop-up shop for a Jacquemus “Banana Loca” tee or cap to take home as a memory of a very Jacquemus day by the Mediterranean Sea.

Joining Jacquemus along the European coastline are brands from Louis Vuitton to James Perse. Dior is staging a major European takeover, with nine Dioriviera boutiques and pop-ups. Dolce & Gabbana are hosting seven pop-up stores and beach takeovers, including in two new locations: Ibiza and Forte dei Marmi.

Though fewer Americans are planning to travel this year than last (46 per cent, down from 53 per cent in 2024), international travel intent is on par with the year prior at 15 per cent, per Bankrate. Those who don’t intend to travel (65 per cent) cite affordability as a main reason. For those that can afford to make the trip abroad, adding a handbag — or a luxury dining or beach club experience — is likely on the cards. Plus, there are plenty of tourists that will travel from within Europe to nearby destinations for a quick dose of sunshine. These are the shoppers brands want to capture at this moment, as the majority (who are staying home) pull back their spend, spooked by price hikes, inflation and tariffs.