The Mediterranean: A Key Setting for Loewe’s Summer Strategy

Loewe, part of the LVMH group, has opened a total of 12 temporary stores across the Mediterranean basin for the summer season. Spain, France, Italy, Greece, Cyprus, and Turkey form the geographical focus of this strategy centred on luxury travel retail. Alongside these pop-ups, the brand has also inaugurated a new permanent boutique on the shores of Lake Como, Italy.

These seasonal stores serve as platforms to showcase two of Loewe’s main current offerings: the Paula’s Ibiza capsule collection and the Autumn/Winter 2025/2026 pre-collection. Both represent the final contributions of Jonathan Anderson as Creative Director of Loewe, ahead of his move to Dior. His departure was anticipated in March during Paris Fashion Week, where Loewe presented its FW25/26 collection in an immersive format, held outside of its usual runway schedule. The creative transition will take effect in September, with Jack McCollough and Lazaro Hernandez making their debut as the new creative leads of the house.

Ibiza, Formentera and Marbella

In its home country, Loewe has launched three seasonal locations. In the Marina of Ibiza, the summer pop-up will remain open until mid-October, offering a selection of prêt-à-porter, handbags and accessories for both men and women. In Formentera, in collaboration with the boutique Es More, the store is open until September, focusing on women’s collections. Completing the Spanish rollout is a pop-up at the Marbella Club Hotel, where Loewe has built an ephemeral greenhouse structure, also operating until September, showcasing Paula’s Ibiza.

Four Pop-Ups and a Permanent Store in Como, Italy

Italy is the country with the highest number of openings. In Capri, in collaboration with Maltempi, Loewe’s seasonal store will remain open until October. In Forte dei Marmi, a pop-up has been launched with no set closing date. In Porto Cervo, the brand operates in partnership with Cuccuini until September. And in Portofino, once again with Maltempi, the boutique will remain open until mid-October.

Adding to this Mediterranean expansion, Loewe has opened a new permanent store in Cernobbio, on the shores of Lake Como, inaugurated in May. The boutique is currently offering seasonal collections for both men and women until mid-October.

The French Riviera

In the south of France, the brand has launched two seasonal boutiques. In Cannes, the store is located at the Nammos Côte d’Azur resort within the Palm Beach complex. It will remain open until October and features a green and pink glazed ceramic tile interior, alongside works by Belgian ceramicist Jos Devriendt. In Saint-Tropez, the temporary shop will also run until October, complementing Loewe’s permanent location on rue François Sibilli, with a focus on women’s prêt-à-porter and accessories.

Greece, Cyprus and Turkey Complete the Circuit

In the eastern Mediterranean, Loewe has launched three additional seasonal stores. In Mykonos, within the Nammos Village complex, the boutique is open until mid-October, offering Paula’s Ibiza and the FW25/26 pre-collection for both men and women. In Limassol (Cyprus), the brand has partnered with local concept store Cara for a pop-up that will also run through to October. And in Bodrum (Turkey), Loewe has opened a store at the Yalikavak Marina shopping centre, in collaboration with Turkish luxury department store Beymen.

Aligned with the Seasonal Movement of Luxury Retail

This series of openings follows a well-established logic within the luxury sector. Which is increasing brand visibility in high-traffic tourist locations during the summer months. Through these activations, Loewe brings its brand universe to strategic Mediterranean destinations—a coherent proposal that links seasonal fashion with the geographical mobility of the luxury consumer.