Dolce & Gabbana Isn't Decorating Beach Clubs This Summer. It's Running Eight of Them

A fashion house used to lend a beach club its name for a season. This one moved in.

At Casa Amor, the bohemian-leaning beach club that Jean-David Sarfati's Moma Group opened on Pampelonne beach in 2021, the sunbeds, the sails and the restaurant linens this August all carry the same pattern: Carretto Siciliano, the hand-painted motif Dolce & Gabbana has been putting on Sicilian carts since the house's earliest campaigns. Chef Zouhair's kitchen — sea bass ceviche, raw lobster carpaccio, slow-cooked beef tacos, a Mediterranean-Mexican register that has nothing to do with Sicily — sits inside a room the house dressed anyway. A Dolce & Gabbana pop-up boutique operates from within the club itself, so a lunch on the sand comes with the option of buying the tablecloth's pattern to take home.

Casa Amor is one stop on a longer circuit. Under the banner DG Resort 2026, the house has applied the same treatment — a distinct print, a dedicated boutique, its own name for the season — to San Domenico Palace in Taormina, Hotel Cala di Volpe in Porto Cervo, Clap House in Ibiza, Twiga in Forte dei Marmi, Le Carillon in Portofino, La Cabane in Marbella and Gurney's Montauk in the Hamptons. Eight venues, eight owners, one house supplying the aesthetic and, increasingly, the retail.

The arrangement is not new in kind — resort takeovers have existed for years, usually as a print on a few umbrellas and a mention in the club's Instagram bio. What has changed is the scale and the format: DG Resort now reads less like a sponsorship than a network, run each summer across two continents with the same playbook at every stop, boutique included. For the beach clubs themselves, the trade is straightforward — a season of press and foot traffic they could not generate alone, in exchange for handing a fashion house the visual identity of a room they still own and operate. For the house, it is a retail footprint that opens for ten weeks and needs no lease.

Whether a beach club still reads as itself once the pattern belongs to someone else is a question each of the eight venues has answered differently — Cala di Volpe kept its Dolce & Gabbana pool from last season rather than reset it, Casa Amor's kitchen never changed its menu to match the decor. The print moves in. The room, so far, still runs its own service.

— Camille