Inside the idyllic opening of Gant’s South of France summer getaway at La Plage Blanche

As the hoopla surrounding the Cannes red carpet raged on, a short drive from la Croisette, a decidedly more relaxed retreat was taking place. At the extraordinary Château de Théoule, a five-star hotel on the coastline of Théoule-sur-Mer in Côte d’Azur, a gaggle of international guests gathered to fete the opening of Gant’s summer getaway. Set in La Plage Blanche, the château’s private beach retreat, the space brings to life Gant’s spring/summer '25 campaign; the embodiment of effortless prep and idyllic summer days.

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The open air restaurant, dotted with rattan chairs, offers a Gant-curated East Coast American menu (a gourmet burger and crab roll included, topped off with New York style cheesecake); the perfect setting to lounge the day away, sipping on rose with a view of the sea. On the beach beyond, lounge chairs shielded from the sun by big Gant umbrellas. In addition to immaculate vibes, the space, which remains open through October, also offers a curated selection of pieces from Gant’s SS25 collection, available to purchase. They’re pleasingly arranged in an open-air boutique, steeped in surf shop energy.

To open Gant’s summer getaway over the course of three days, we sipped on champagne by the pool, enjoying a sailboat ride through the bay and even took in a screening of the aptly styled The Talented Mr. Ripley. With guests clad in Gant polos and button downs, relaxed blazers and linen shorts, knitwear tied around the neck, it was indeed a campaign for the American-born, Swedish-based brand come to life. Butter yellow flourishes, the white sand beach and the glistening Mediterranean – dotted with yachts – perfectly mirrored the SS25 'Summer Getaway' campaign, which was shot on another coast entirely, in Montauk.

“We see this collaboration as an opportunity to connect more deeply with our audience through experience,” says Fredrik Malm, EVP of Global Commercial, Brand and Product at Gant. “La Plage Blanche reflects the effortless sophistication and relaxed energy that define Gant’s summer lifestyle.”

It’s a lifestyle – a covetable aesthetic and a dreamy state of mind – we hope to channel throughout the summer, regardless of which body of water we’re overlooking. See all the images below.