Burberry takes over Hôtel Belle Rives
Burberry swaps the British lido for the French Riviera and the result is the most chic summer takeover of the season.
Nothing beats a ‘great British summer’… at least that’s what they say. I personally would trade gloomy skies and Flake 99s for golden hour light and crisp sauvignon blanc any day of the week. Burberry’s takeover of Hôtel Belle Rives in the south of France is the perfect amalgamation of both.
When it comes to British heritage brands, Burberry is about the most quintessentially English you can find. The signature ‘Burberry check’ has been a cornerstone of British fashion since its genesis in the 1920s, but the classic print is as eye-catching and chic against the backdrop of the French Riviera as it is the Thames, which is why the brand’s partnership with the hotel just makes sense.
The art deco Hôtel Belle Rives has retained much of its original 1920s decor, thanks in part to F Scott Fitzgerald, who wrote part of Tender is the Night at the resort. Aside from this claim to fame, the hotel is best known for its Michelin starred restaurant, La Passagère, and the jetty which leads right into those crystal clear mediterranean waters.
It’s on this jetty where Burberry has made its mark on the hotel, swapping out the old sun loungers and parasols for ones decked in the Burberry check, in Hôtel Belle Rives’ signature blue hue. The takeover coincides with the House’s recent High Summer campaign, shot in a traditional British lido. Complete with Burberry-branded ice lollies and beach towels, the Maison’s takeover of Hôtel Belle Rives is a chic rebrand of typical British summer, just make it high fashion and add a sprinkle of French sunshine.
Credits:
Images courtesy of Burberry
Words: Cable Writers
