The Riviera Then & Now: Brigitte Bardot Would Approve

In the 1950s and ’60s, Brigitte Bardot didn’t just arrive in Saint-Tropez—she transformed it. What was once a sleepy fishing village became the beating heart of European summer thanks to her effortless allure and unapologetic charm. Bardot didn’t follow trends. She created them.

Fast-forward to now, and the essence of Saint-Tropez hasn’t changed. It’s still chic without trying, quiet yet glamorous, sexy yet understated. The streets, the beach clubs, the energy—they all whisper back to that golden era.

And if a 25-year-old Bardot lived today? We have no doubt: she’d wear a terry towel blazer.

Why? Because it’s everything she stood for—elegant, effortless, and just a little rebellious. A women’s beach blazer made from plush terry cloth is the perfect balance of structure and softness. Whether styled with matching shorts or thrown over a swimsuit, it’s a modern take on Riviera refinement.

At 209 Mare, our toweling blazers channel that same spirit. They speak to a new generation of women who value premium materials, timeless design, and that carefree French attitude. It’s not about making noise. It’s about making a statement—without saying a word.

Call it resort wear. Call it upscale beachwear. Call it the new icon of summer.

We just call it the Bardot of 2025.