‘First we made the costumes. Now we’re making the set,’ says Roland Herlory, CEO of French swimwear label Vilebrequin of its latest venture, Vilebrequin La Plage, a permanent ‘beach experience’ and café in Cannes. It marks a return, of sorts, for the brand, which was founded 50km down the coast in St Tropez during its 1970s heyday.
‘The beach is where Vilebrequin was born. And it’s where we belong. Every summer since 1971, it’s been the backdrop to an art of living in the sun. It was only a matter of time before we put the la plage “centre stage”, installing our turtles and parasols on the Côte d’Azur.’
