Balmain takes over new luxury Greek destination for the summer

Fashion brand takeovers of luxury holiday destinations continue to be a key summertime marketing method and the latest is Balmain, which is staging a high-profile takeover of the pool club at the new luxury resort One&Only Aesthesis in Greece for the season.

It kicked off the activity with a celebrity party hosted by creative chief Olivier Rousteing and attended by A-listers including Liam Hemsworth, Kim Cattrall, Kylie Minogue, Luke Evans, and Chanel Iman, among others.

The collaboration is said to bring “a touch of ‘New French Style’ to the Athenian Riviera” and as well as the summer pool club takeover, it includes a special edition of the 1945 Cabas bag designed exclusively for One&Only guests.  

The One&Only Aesthesis pool has been transformed “to channel the artistic energy and signature prints of the iconic Balmain house. Inspired by the intricate pathways of French Renaissance gardens, Balmain’s Labyrinth pattern of interlocking ‘B’ and ‘P’ motifs adorn the Aesthesis poolside space in unique customisations created specially for the collaboration”.  

Throughout the summer season, all parasols, pool towels, sunlounger cushions, floating loungers, and cabanas surrounding the pool will be embellished with the Balmain graphic, “complementing the palette of One&Only Aesthesis and its thoughtfully curated surrounding, reminiscent of the mid-century modern architecture of Glyfada’s 1960 heyday”. 

As for the limited-edition Balmain x One&Only Aesthesis 1945 Cabas (named for the founding year of the label), it comes in an oversized silhouette with thick golden hardware and a bold sans-serif house logo. The bag is one of Balmain’s most popular accessories and the new limited edition sold exclusively at One&Only Aesthesis in the NEO boutique comes in black or white colourways, retailing at €2,600.