Fashion brands on the French Riviera, such as Jacquemus, American Vintage, and Sessùn, are gaining global recognition for their solar aesthetics. New, emerging designers like Studio Clandestin, Occidente, and Dédès are also making a significant impact. Studio Clandestin, founded by Jonathan Canuti in 2017, rejects fast fashion by upcycling new pieces destined for destruction, transforming them into elegant men's and women's wear with the help of local artisans. Canuti uses noble fabrics from LVMH dead stock and sells 40 to 100 pieces monthly, supported by Galeries Lafayette and the Reiner platform. He plans future shows celebrating his fifth anniversary and Vallauris, his hometown.
Occidente, created by Jina Luciani in 2006, specializes in soft lingerie, yogawear, and organic home clothing. Luciani, inspired by the Côte d'Azur's vegetation, was an early advocate for organic textiles, sourcing organic cotton in Europe despite initial skepticism. Her brand is designed and manufactured in Peymeinade with 11 collaborators, and she was appointed a Master Artisan in 2022. Occidente has been featured in Le Bon Marché Rive Gauche and recently held an immersive fashion show at the archaeological museum of Nice. Similarly, Dédès, founded in 2020 by Angélique and Jean, is a slow fashion brand that uses endemic materials like Maralpine sheep wool, French linen, and organic cotton, and incorporates upcycling from fashion houses. Their models are available for pre-order to combat overconsumption, and they sell online, seeking partners and a showroom in Nice.
Monaco's 209 Mare, founded by brothers Federico and Gabriel Uribe in 2016, has carved out a niche with "Rivierawear," luxury terry tailoring designed for post-beach or yacht wear. Their beach blazers and tuxedos range from approximately €600 to over €1,200. The company, with an estimated annual revenue between $1 million and $5 million, operates with fewer than 10 permanent staff, outsourcing manufacturing. They avoid traditional retail expansion by partnering with luxury hospitality brands like The Ritz-Carlton and Delano to showcase products. Meanwhile, Riviera Couture, a bespoke suit company in Var, is seeing success by using reputable Italian fabrics and offering personalized fittings for clients.
In related fashion news, Kismet by Milka, a jewelry brand, reported an 18% increase in revenue in 2025. This growth follows its products being featured in a popular Turkish TV comedy, leading to expansion into stores across the US, France, Monaco, and Selfridges in London. This highlights how both established and emerging brands on the Riviera are finding unique ways to thrive, often leveraging local heritage, sustainable practices, or innovative product categories.
