You know Vilebrequin for its range of high-end swim trunks in bold prints and colors and its association with French Riviera luxury. Whether you're a fan of the brand or not, its latest venture with famed Italian photographer Massimo Vitali is worth taking note of.
The French brand invited Vitali to "transform the beach into an open-air gallery," taking one of the photographer's shots of idyllic beaches and its visitors, and printing it on the brand's signature Moorea swimsuit as well as a tote bag. The swimsuit takes things to a meta level, with some of the bathers pictured on the shorts wearing the shorts themselves. As wearer of the shorts, you become complicit in Vitali's tableau; a bather amongst bathers just like the ones on your swimsuit.
Vitali began his career in photojournalism before moving into cinematography and finally returning to the still camera in the 1990s. Interested in investigating normality and its "commodified leisure, deluded sense of affluence and rigid conformism," Vitali took to the beaches of Italy where he snapped his now iconic beach panoramas. Given Vitali's artistic interests, St. Tropez's Vilebrequin is the ideal way to take a lens on the Riviera.
You can buy this very postmodern capsule collection online and at select Vilebrequin retailers, where the shorts and tote bag go for $300 and $150, respectively.