Valentino x Palazzo Avino Beach Club Refresh

If you happen to be boating around the Amalfi Coast over the next few months—which, well, lucky you—look up at the cliffs when you reach Marmorata. There, you’ll spy something red. Something Valentino red, to be exact.

This summer, Valentino has collaborated with Palazzo Avino—the iconic Ravello hotel housed in a 12th-century villa—on an extensive summertime pop-up. Yes, there’s a boutique on the resort grounds that is stocked with the brand’s “Escape” 2023 capsule collection (think a curated selection of caftans, mini-dresses, and beachwear.) But the two entities took it one step further with a complete refresh of the Palazzo’s beach club in nearby Marmorata, called the Clubhouse by the Sea.

There are 1950s-esque scarlet umbrellas and sun loungers with the instantly recognizable “V” logo. A changing room is adorned with similar-shaded stripes, whereas life rafts come in a classic combination of red and white. The interior fabrics of the hotel’s Riva speedboat, too, have been updated to match. Beach towels are Valentino red, as are even the yoga mats. “You cannot miss it from afar,” Mariella Avino, one of the family owners of the hotel, tells Vogue of the takeover. “It’s very eye-catching.”

Guests at the hotel, meanwhile, will also receive Valentino sunglasses and keychains. Avino says that she views their collaboration as both stylish and symbiotic: “Growing up in an Italian family when talking about fashion, Valentino was the brand, was the designer, and is so linked to also Italian history in terms of fashion and the lifestyle, that I could not think of a better partner for this,” she says.

While fashion pop-ups at hotels are nothing new, Valentino’s partnership with Palazzo Avino shows that brands are increasingly looking beyond just clothing to cultivate a lifestyle. Loro Piana, for example, is taking over La Réserve à La Plage beach club in St. Tropez, while two summers ago, Marc Jacobs re-imagined the rooms at The Surf Lodge. Talk about some fashionable stays.