GANT has announced a seasonal collaboration with Château de Théoule, debuting a branded summer experience at La Plage Blanche on the French Riviera. This initiative supports GANT’s Spring/Summer 2025 campaign and will run through to October 2025.
The project centres on the theme of a ‘Summer Getaway’, a concept introduced in the campaign that interprets occasion wear, casual fashion, and beach attire through visual storytelling originally set in Montauk. The partnership relocates this theme to Théoule-sur-Mer, aiming to blend the brand’s established coastal aesthetic with the laid-back lifestyle of the Mediterranean.
Situated along the shoreline overlooking the Bay of Cannes, La Plage Blanche has been chosen for its scenic and cultural attributes. GANT describes the location as an ideal setting to deliver an experiential version of the campaign. The space will host select items from the season’s collection, including exclusive beach towels and curated summer apparel.
According to Fredrik Malm, Executive Vice President of Global Commercial, Brand & Product at GANT, the collaboration is intended to offer a tangible extension of the brand’s identity. “We see this collaboration as an opportunity to connect more deeply with our audience through experience,” he said. “La Plage Blanche reflects the effortless sophistication and relaxed energy that define Gant’s summer lifestyle.”
The brand presence at the venue is designed to integrate with the local culture and atmosphere, with additional elements such as curated books, beach games, and bespoke amenities provided to guests. The programme is tailored to appeal to both daytime visitors and those staying into the evening.
A spokesperson for Château de Théoule commented, “This partnership is a celebration of shared values—timeless style, heritage, and a life well lived. Together with Gant, we’ve crafted an experience at La Plage Blanche for those who value quality, ease, and quiet elegance.”
Located at 55 Avenue de Lérins in Théoule-sur-Mer, the site combines historical character with contemporary amenities. Originally built as a soap factory and later a private residence, Château de Théoule has undergone transformation into a five-star establishment. It includes 44 rooms and suites, a spa, and two restaurants, one of which, Mareluna, holds a Michelin star.
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