Shopping in Saint-Tropez

Since the beginning of the 20th century, Saint-Tropez has shared a special relationship with fashion. In 1919, Claire Vachon settled in the town, and in the 1950s, her daughter Manine developed collections infused with sunshine and a Mediterranean spirit that would captivate the French New Wave. This simple, elegant style—epitomized by the gingham dress—found its muse in Brigitte Bardot. In the 1960s, new designers began setting up shop on the harbor, such as Albert and Vicky Rémy, who founded the house of "Choses." Since then, the love affair between the town and fashion has continued, marked by the rhythm of runway shows, photo shoots, and advertising campaigns organized by prestigious brands. If you want to dress with the glamorous elegance of Saint-Tropez, head to Place de la Garonne, Rue Gambetta, Rue Allard, the harbor quays, or La Ponche for a shopping spree. You will find everything from luxury brands like Vuitton, Dior, and Hermès to the studios of trendy new designers. You can also discover jewelry, leather goods, and accessory boutiques that allow you to cultivate the Saint-Tropez fashion spirit down to the smallest detail. You will soon see that the image of this iconic Gulf town—a blend of celebration, carefree living, luxury, and radiance—is truly well-deserved.