On July 24th, Giorgio Armani celebrated their newest collection, Giorgio Armani Mare 2025, with a pop-up at Sunset Beach on Shelter Island. The evening marked the start of a week-long event that transformed the iconic hotel into a Mediterranean vacation.

Images courtney of Giorgio Armani

Before arriving on Shelter Island, the Giorgio Armani Mare Collection made stops in Porto Cervo, Capri, and Cannes. Arriving in the Hamptons brings the pop-up into the U.S. with a curated environment that evokes a typical European holiday, but closer in commute. The space is decorated in tropical palm patterns, accented by warm woods and coastal textures—a nod to the Italian beach club the collection is inspired by.

The collection itself is typical with summer staples: breezy silhouettes, neutral palettes, and subtle tailoring speak to the leisureness of the warm months. Accessories reflect the brand’s deep relationship with place and season, offering pieces designed for longer days by the water.

Guests at the launch event included Angelica Hicks, André Balazs, Carlotta Kohl, Derek Blasberg, Erin Walsh, Leandra Medine Cohen, and Mamie Gummer, who of course all wore pieces from the new collection.

On an island defined by luxury, Armani brought something distinctly European—not just the look, but the mood. The quiet luxury of the Mediterranean, right in New York’s backyard.

The pop-up runs from July 25th to August 3rd (closed July 29th), open daily from 12:00 to 7:00 p.m.