Chloé is deepening its commitment to the summer season with the opening of five seasonal boutiques across Europe, from the shores of Lake Como to the whitewashed streets of Mykonos. Each outpost carries the High Summer 2026 Chloé à la Plage collection under the creative direction of Chemena Kamali.
The seasonal boutique strategy reflects a broader industry shift toward destination retail, where brands create immersive environments that function as marketing as much as commerce. For Chloé, undergoing a creative resurgence under Kamali, the pop-ups serve as physical evidence of the new direction.
The boutiques will operate through the end of July, with certain locations extending into early September. For travelers navigating the European summer, Chloé has staked its claim on the season’s most desirable addresses, one pop-up at a time.
The locations — Saint-Tropez, Ibiza, Mykonos, Lake Como, and a fifth Mediterranean destination — are tied by an ethos of effortless displacement. Each boutique is designed as a temporary residence rather than a retail space, with raffia furniture, linen drapes, and the brand’s signature use of crochet and macramé defining the interiors.
