Luxury swimwear brand Vilebrequin started life in 1971 with a love story. Founder Fred Prysquel was an automobile journalist who fell in love with a beautiful woman who lived in St Tropez. He moved there to seduce her and decided to design and make his own swim shorts, as he didn’t like the swimwear trends in St Tropez at the time.
Now, 47 years on, the company produces half a million swimwear pieces per year, and its iconic prints remain synonymous with the brand. Vilebrequin also continues to celebrate the art of living in the sun with a new women’s line that includes swimwear, ready-to-wear and accessories, and it recently opened a Women’s pop-up in London’s Burlington Arcade.
‘Women have always been at the heart of Vilebrequin,’ says CEO Roland Herlory. ‘And we’re delighted to bring our complete women’s universe together in one location, for the first time outside France.’
The pop-up features a specially curated selection of women’s and girls’ products, ranging from iconic bikinis and swimsuits to effortless sundresses, beach shirts and polos, and will be open throughout the summer until the end of September.
10–11 Burlington Arcade, London W1J 0QJ; Monday to Saturday from 10am to 7pm and Sunday 12pm to 6pm; vilebrequin.com