There are two types of people when it comes to holidays. You either a) book far in advance and count down the days (and even hours) until you’re on the plane or b) frantically search Skyscanner for a last-minute flight to absolutely anywhere. But no matter your getaway style, if it’s a European trip on the cards, you’re going to want to pre-plan your visit to some of the chicest fashion pop-ups this summer has to offer.

#EuropeanSummer is trending for 2024, and many of the biggest designers have taken it as an opportunity to show off their latest collections. Jacquemus has a boutique, brasserie and beach club in Saint Tropez; Balmain has taken over a stylish new hotel in Athens (Kylie Minogue was at the launch party); and you can float around in the pool in a Dolce & Gabbana rubber ring while looking out onto the Italian coastline in Sicily. No matter your destination, there’s probably a designer pop-up you can visit. 

Here’s your guide to the 13 fashion pop-ups around Europe that you won’t want to miss this summer.

Alberta Ferretti opened her first boutique back in the 60s and has since been worn by the likes of Gigi Hadid and Alessandra Ambrosio. Now, the Italian designer is making waves in Majorca – giving the beach club, restaurant and bar at Hotel De Mar a chic makeover for a summer-long pop-up. Relax, unwind and soak up the Spanish sun in style thanks to the luxurious designer space overlooking the Mediterranean Sea. 

When: Until October 2024

Where: Hotel De Mar, Passeig Illetes 7, 07181 ses Illetes, Illes, Majorca

Website: albertaferretti.com; melia.com

If you want to avoid the tourist spot of Santorini, why not try Hydra? The little Greek island is a short (two-hour) ferry journey from Athens, and this is the location Scandi label By Malene Birger has chosen for a unique pop-up shop. Taking place at the local Melisses Gallery, you can shop the designer’s minimalist ready-to-wear collection – from organic cotton mini and maxi dresses to slouchy tailored trousers. While you’re there, you can also pick up candles and ceramics made by locals. 

When: Until 31 August 2024

Where: Melisses Gallery, Admiral Kountouriotis Square, 180 40, Hydra

Website: bymalenebirger.com; melissesgallery.com

High up on the hilltops in Sicily sits the San Domenico Palace Hotel. An iconic venue since the 40s, it’s the perfect destination for Dolce & Gabbana’s latest pop-up. Transforming the infinity pool area in a wash of Italian blue, everything from the umbrellas and pool rings to loungers and plant pots has been given a designer D&G look. Order a cocktail, soak up the Italian charm and enjoy being a lady of leisure overlooking Sicily’s breathtaking coastline. Or, head to the pop-up boutique set in the former monastery where you’ll find a golden space filled with the Italian fashion house’s new summer collection – including broderie anglaise co-ords and pops of yellow printed dresses. 

When: Until October 2024

Where: San Domenico Palace, Via S. Domenico 5, 98039 Taormina ME, Italy

Website: dolcegabbana.com; fourseasons.com

How do you launch a collaboration between one of the biggest designer brands and a new luxury hotel? With a star-studded party with Kylie Minogue and Joe Jonas as guests, of course. Olivier Rousteing, the creative director of Balmain, hosted the three-day event to open One&Only Aesthesis to showcase the pool area being taken over by the French fashion label. Monochrome-printed beds, umbrellas and towels can be found in the pre-fall 2024 heritage print. If you want to go matchy-matchy poolside, guests can also shop an exclusive version of the iconic 1945 Cabas bag. 

When: Until 5 October 2024

Where: One&Only Aesthesis, Leof. Poseidonos 110, Glifada 166 74, Greece

Website: balmain.com; oneandonlyresorts.com

Created in the 1950s, Missoni has long been known for its instantly recognisable punchy prints (we can spot its signature zig-zag a mile off). And for summer 2024, the Italian fashion house has given a dopamine hit to the five-star Vedura resort in Sicily. Channelling the blues and greens of the surrounding coastline, everything from sun loungers and chairs to towels and cushions has been given the designer touch at the pop-up beach club. And there’s also a Missoni cocktail takeover at the bar along with a mini shop with the latest summer collection of bold beachwear – think crochet cover-ups, bold trousers and bright dresses you’ll want to wear throughout the holiday. 

When: Until 16 November 2024

Where: Verdura Resort, S.S. 115, Km 131, 92019 Sciacca AG, Italy

Website: missoni.com; roccofortehotels.com

Basically taking over Saint-Tropez this season with three pop-ups, Jacquemus has a boutique, brasserie and beach club. Taking residency at La Renaissance, the light and airy yellow-striped space (set around a giant tree growing in the middle) is the place to go for a Mediterranean menu. And if you want to chill while you eat, you could head to the indie beach pop-up where you can find a mini Jacquemus shop in the restaurant. If shopping is your favourite holiday plan, then head straight to the boutique to discover the new Les Sculptures summer collection. Expect bandeau dresses, butter yellow shades, structured bags and strong power shoulders to take you through the warm-weather months. 

When: Brasserie and boutique open until 2025, beach takeover until October 2024

Where: Boutique: 3 Avenue Foch, 83990, Saint-Tropez

Brasserie: La Renaissance, 15 Traverse Des Lices, 83990, Saint-Tropez

Beach takeover: Indie Beach, Route De Bonne Terrasse, Ramatuelle, 83990, Saint-Tropez

Website: jacquemus.com; larenaissance-restaurant.com

Taking inspiration from the magical island of Ibiza, Off-White has headed back to Cala Jondal Bay to take over Casa Jondal beach restaurant for a second year running. With logo-adorned sun loungers and cushions, you’ll be able to read your book while ordering some of the super fresh fish or caviar dishes. While you’re there, you’ll want to check out the exclusive collaboration collection featuring Jondal’s iconic red stitching. The ‘Can’t Wait’ edit has slogan caps, raffia espadrilles and beach bags along with linen separates and classic Off-White T-shirts. 

When: Until October 2024

Where: Casa Jondal, s/n, 07839, Illes Balears, Spain

Website: off—white.com; casajondal.es

If you’re one of the many people heading to Mykonos this summer, you’ll want to know about the Louis Vuitton pop-up boutique. Hosted at Zuma for a second year, you can head to the shop near the beautiful pool and restaurant (it’s the perfect place for a sunset view) as you take a look at the new LV By The Pool collection. Inspired by the Greek island, the summer drop has blue and white logo bikinis and tote bags along with monogrammed towelling shorts, denim accessories and timeless pearl jewellery. Note: it’s best to book a visit on the website to make sure you get a slot to shop. 

When: Until the end of October 2024

Where: Enoplon Dinameon Street, Tria Pigadia, 84600 Mykonos, Greece

Website: louisvuitton.com; zumarestaurant.com 

Hands up who’s going to Ibiza this year? The island has a little something for everyone, and if shopping is your plan, you may be interested in the Lacoste shop. Located in La Marina – on the harbour near the picturesque Ibiza Town – the two-story pop-up is here for the third summer season. Covered with the iconic crocodile logo, the bright and bold location is home to women’s, men’s and kid’s clothing so there’s something for all the family. There’s also an exclusive Ibiza polo shirt and cap along with a customisation service where you can add logo patches to your new purchases. 

When: Until 20 October 2024

Where: Carrer Andanes, 6, 07800 Eivissa, Illes Balears, Spain

Website: lacoste.com

Another brand you’ll find on the cobbled streets of Mykonos this summer is Alice + Olivia by Stacey Bendet. The US-born brand has landed in Greece for a six-month residency on the bustling shopping streets in the Downtown district. Creating a warm-weather capsule, the ready-to-wear collection found in the pop-up includes summer sparkles, floaty ruffled dresses, a plethora of pretty prints and sleek separates you’ll be able to style while on holiday and back home. 

When: Until 12 October 2024

Where: Mattheou Andronikou 42, Mikonos 846 00, Greece

Website: aliceandolivia.com

So many designers are choosing to have pop-ups in the south of France this year, and Adriana Degreas is one of them. If Saint Tropez is on your must-visit list, you’ll want to head to the incredibly chic hotel Arev. Dripping in old-school glamour, the location set along the French Riviera is home to the Brazilian designer’s latest collection this summer. Known for almost too-good-to-swim-in swimwear, along with beachwear and gorgeous gowns you’ll wear all season, the poolside pop-up is not one to miss. 

When: Until the first week of September 2024

Where: Arev, 8 Chem. des Vendanges, 83990 Saint-Tropez, France

Website: adrianadegreas.com; arevcollection.com

If your idea of the perfect break is a spa trip, then a stay at Thermes Marins in Monaco might be in order. Worn by Marilyn Monroe in the 60s, Pucci’s famous prints have been loved for decades. For 2024, the joyful Italian designs have taken over the spa areas of the Hotel de Paris and Hotel Hermitage in Monte-Carlo. Covered in blue, green and purple retro colours, the joyful pop-up also has a boutique, so you can shop fun swimwear, scarves and beach bags. You might also want to try out the bright blue mocktail when you’re there.

When: Until 5 October 2024

Where: Thermes Marins Monte-Carlo, 2 Av. de Monte-Carlo, 98000 Monaco

Website: pucci.com; motecarlosbm.com

Founded in the 90s, Farm Rio is the lively brand that has taken the fashion world by storm in recent years. The fun prints, attention to detail designs and wearable silhouettes are what make the Brazilian brand a go-to for summer. With permanent boutiques now in Bodrum and Mykonos, the latest European destination is the south of France. If you’re going to Saint-Tropez this summer, make sure you head to the pop-up to shop a high summer edit that’s guaranteed to get so many compliments on holiday.

When: Until September 2024

Where: Loulou Ramatuelle, Plage de Pampelonne, 1080 Chem. des Tamaris, 83350 Ramatuelle, France

Website: farmrio.uk

Images: courtesy of brands featured