Mytheresa transforms mega-yacht into private club on French Riviera

In June, Mytheresa, a German online fashion retailer, unveiled the second iteration of its Maison Mytheresa concept aboard a luxurious mega-yacht on the French Riviera. Over a two-week period, the yacht docked at Saint-Tropez and the Yacht Club de Monaco, hosting events such as trunk shows, discussions, and parties featuring brands like Missoni, Saman Amel, Roberto Cavalli, and Aquazurra. London-based Studio Boum transformed the yacht into an exclusive club, adorned with Mytheresa-branded yellow parasols, loungers, life rings, fans, and pool toys, alongside a selection of the retailer's fashion items. Mytheresa's inaugural edition debuted in December in St Moritz as a Wes Anderson-inspired concierge space. CEO Francis Belin emphasized the initiative's goal of redefining luxury retail through memorable experiences. Additionally, Mytheresa is returning to the Hamptons with 'Mytheresa Out East', a bespoke Airstream by Lulu and George, offering private shopping sessions until August 6, with guests receiving a Ginori 1735 vase.