Family Vacation Is About to Get a Lot Fancier

Yahoo

20-05-2025

Back in 2023, French swimwear brand Vilebrequin first partnered with St. Regis Hotels for a limited-edition collection of trunks, towels, and other beachy stuff inspired by three upcoming (and now opened) resorts. The vibe was luxurious yet unserious—exactly what you'd expect from a couple of companies well versed in the finer points of high-end travel. The only question many fans were left asking was, When will we get more?
Today, they get their answer. Vilebrequin and St. Regis have just announced a new installment of their partnership, this timing taking its cues from St. Regis properties across the globe and, naturally, filtering everything through Vilebrequin's sun-soaked creative lens.
Design-wise, aside from a new co-branded logo, the stars of the show are a duo of prints dubbed "Family Traditions" and "Family Stripes." The former features sketches of a variety of seaside stuff—think sandcastles and surfing—likely to end up in a scrapbook (or digital album) dedicated to your latest vacation. The latter is simple white-and-red vertical stripes with a hidden backstory: The "King Cole Red" is a bespoke color inspired by the bar of the same name at the St. Regis New York, otherwise known as the birthplace of the Bloody Mary.
There are swimsuits for men and kids, women's pareo wraps, and a few toys to boot. The wooden beach paddle set is great if you're looking for an heirloom, but we're also loving the fact that there's a seriously upgraded version of the sort of beach bucket set—complete with starfish and dolphin sand molds and a little shovel—you can find at the drugstore.
To drive home the family-friendly message, select St. Regis locations will be offering activations like a three-course poolside or beachside "Family Meal." There will also be tweaked versions of other St. Regis activities, designed to appeal to older and younger generations alike. And, of course, some locations will get the full Vilebrequin visual treatment, with the brand's playful prints emblazoned across cabanas, lounges, and more.
It's a far cry—in both spirit and price—from cramming the kids in the car and day-tripping it to the shore with a few sandwiches in the cooler. But if you're able and inclined to make the invesment, it's one very good way to splash out with the family this summer.
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