One of our favourite brands; high-end swimwear specialists – Vilebrequin, have added to their London offering with a sixth store in the British capital, in the heart of Piccadilly on Regent Street.

A new London boutique devoted to men’s and women’s wear opened its door late June in the heart of Picadilly. This sixth store in the British capital cements Vilebrequin’s place as a leader in high-end swimwear.

Conceived as an ambassador for the St-Tropez lifestyle, there is a view of the sea and the beach cabins – visible through the front glass. Inside, there is a white and azure blue colour scheme inspired by Mediterranean buildings. To this chic and summery palette Vilebrequin added subtle sand tones, which gives the finishing touch to a place where everything speaks of travel and beaches. The history of the label founded in 1971 in St-Tropez is recounted to shoppers by a wall of photographs and illustrations.

63 Regent Street follows recent openings in London (Notting Hill), and internationally (Cannes, Rome, Las Vegas, Seoul, and up next Singapore).

Vilebrequin.com