My Fashion Agent, the company behind La Plage Miami and La Plage Los Angeles, launches the first edition of La Plage Riviera. The new trade show dedicated to swimwear, beachwear, resortwear, and summer accessories will be held from August 30 to September 1, 2025, on the French Riviera in Nice, at the Promenade des Anglais. This new premium event is aimed exclusively at professionals, including concept stores, buyers for luxury boutique hotels, prestigious beach clubs, and regional and international distributors.

Designed to be "human-scaled", each brand has been selected for its uniqueness, high standards, and ability to embody contemporary summer luxury. This format is designed to generate business, create connections, and foster meetings between high-level players.

"We don't sell stands. We create effective connections between brands and relevant premium retailers," Marc Merklen, founder of My Fashion Agent, said in a statement. He claims that swimwear buyers do not live in Paris; they operate in hotels, on beaches, in clubs, and in concept stores on the European coasts. Therefore, Nice, with its international airport, its strategic position at the crossroads of Southern Europe, and its iconic seaside dimension, stands out as the ideal location to reinvent the swimwear professional calendar.

The selection of international brands that will participate in the La Plage Riviere includes Reina Olga, Ikikiz, Lise Charmel, Pier St Barth, Alter Design, Sundek lyu Design, Pink House Mustique, Kiwi St Tropez, Havaianas, Rivea, Margaux sur Mer, Swim by Di, and A Lot Studio.

La Plage Riviere
August 30 – September 01, 2025
Salon Azur – Palais de la Méditerranée
13 Promenade des Anglais
06000 Nice, France

More info:
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