James Perse brings California minimalism to the Côte d’Azur with an understated Beach takeover
Indie Beach has taken on a new West Coast mood this summer as James Perse, the Los Angeles-based fashion and lifestyle brand, launches its seasonal takeover of the iconic Pampelonne destination. Running through mid-September, the collaboration blends California ease with Mediterranean charm.
Following Jacquemus’ well-received activation last year, the Indie Group’s beachside venue now features a temporary James Perse shop and newly designed uniforms that echo the brand’s signature minimalism and relaxed sophistication. “I visited Indie Beach last year and was really drawn to its vibe and energy. I think Tobias and his team capture the unique beauty of Ramatuelle while blending it seamlessly with the charm and relaxed sophistication of Saint-Tropez,” says James Perse, CEO of James Perse Enterprises.
The space — known for its driftwood, bamboo, and sun-soaked setting — now serves as a backdrop for an immersive experience that aligns both aesthetically and philosophically with the James Perse brand. The capsule collection on offer includes reimagined wardrobe staples and custom surfboards, available exclusively at the on-site shop.
“My partners Vincent, Raf, and I have been longtime admirers of James Perse and his unique vision of laid-back luxury. For us, this collaboration was an obvious choice — our brands share the same DNA: a love for natural materials, timeless design, and an easy, elevated lifestyle. We’re thrilled to bring this shared spirit to Indie Beach and can’t wait to see the reaction from our community,” says Tobias Chaix, co-founder of Indie Group.
Set against the Côte d’Azur’s natural palette, the takeover reflects a quiet alignment of sensibilities: easy, natural, and quietly curated — just the way both brands seem to like it.
