Givenchy has opened a seasonal boutique in Saint-Tropez, marking the house’s first retail presence in the Riviera resort town and the latest sign of LVMH’s deepening footprint there this summer
The 2,960-square-foot space on Rue Gambetta, open through Oct. 4, departs from the beach-focused format of Givenchy‘s earlier pop-ups in the Hamptons and Porto Cervo, which leaned on the now-dormant Givenchy Plage line. Instead, the Saint-Tropez outpost centers on elevated occasionwear and made-to-order pieces, tracking with the direction creative director Sarah Burton has set since arriving at the house in 2024.
The boutique houses a private appointment space, Rendez-vous Givenchy Couture, where clients can try on pieces from the spring and fall 2026 collections and commission made-to-size versions through the brand’s Paris ateliers. Burton has not yet presented a formal haute couture collection, but the bespoke capability suggests ambitions in that direction, building on standout custom work such as the fringed, floral-embroidered gown she created for Cate Blanchett’s Cannes Film Festival appearance. The space will also stock pre-fall pieces, leather goods and accessories, alongside a calendar of private events through the season.
Givenchy chief executive officer Amandine Ohayon positioned the location as a natural fit for the house’s identity, telling WWD the brand has always stood for a French elegance that is “sophisticated, contemporary and deeply rooted in the moment.” She added that the project was designed to translate that sensibility into a more intimate, experience-driven retail format without straying from the house’s couture foundations.
The opening adds Givenchy to a growing list of LVMH labels staking claims in Saint-Tropez, where chairman and CEO Bernard Arnault keeps a private villa and the group operates several hotel properties, including Cheval Blanc. Louis Vuitton menswear designer Pharrell Williams shot his latest Moët & Chandon campaign in the town this season, and Dior recently reopened its Saint-Tropez boutique with an in-house restaurant from chef Mauro Colagreco.
For Givenchy, the move suggests resort retail is becoming less about seasonal merchandising and more a proving ground for ready-to-wear and couture ambitions, an early test of how Burton’s vision translates beyond the runway ahead of any formal couture debut.
