This summer, choose the simple and relaxed style typical of the French Riviera.
As practical as it is chic, the Riviera style is as relevant today as when it took shape nearly a century ago.
How the Riviera style was born
From the 1920s onwards, Europe's richest people flocked to cities like Nice, Marseille and Cannes, or Portofino and Sanremo on the Italian coast, and made those resorts the symbol of the status quo.
Consequently, the Riviera style itself was born as a solution to translate European elegance into garments suitable for high temperatures and marine areas where daily activities included little more than sunbathing and a yacht trip.
And while fashion has changed over the years, the fundamentals of men's Riviera style have remained the same.
Of course, you don’t have to be on the French Riviera to adopt this simple and relaxed style. Whether you want to stroll along the seafront of your city or you want to surprise for a dinner in the city here’s what you need to know.
The palette
Accurately interpreting the Riviera aesthetic is as much about knowing how to dress as it is about having an adequately stocked wardrobe and color playing a fundamental role.
At the heart of the Riviera palette are light neutrals like white, beige, stone, tan, and gray. All of these shades look great in sunny weather and pair easily with most other shades while keeping you cool by reflecting rather than absorbing light.
To complete the palette, it's worth adding nautical reds and blues, as well as turquoise, sky blue, yellow and lavender, which provide a pop of whimsical color to a basic base.
The polo shirt
The polo is an undeniable must-have on the Riviera. Having a collar – unlike a T-shirt – it protects the neck from direct sun exposure, providing a solution to looking refined in the heat.
Build your casual yet elegant look around a classic cotton polo and wear it with everything from cuffed chinos to a linen blazer. A comfortable, versatile and reliable addition to your summer wardrobe.
The traditional cotton pique fabric is undoubtedly classic and will always come in handy.
Alternatively, keep an eye out for unusual textures, reminiscent of the mid-century style icons that made the resort and Riviera style famous.
Tailored trousers and chinos
Denim shorts might be an acceptable choice for a night out in Tenerife, but when it comes to the Mediterranean coast you need something lighter.
Fabrics like cotton and linen are the best choices. You should always stick to the colors included in the palette but if you are not afraid to dare, opt for a pastel shade or a subtle print to stand out from your tanning companions.
Light and unstructured tailoring
In general, choosing lightweight, unstructured tailored pieces will allow you to look elegant without the need for accessories like a sweat towel.
This is where fabric choice becomes extremely important. Lightweight cotton, seersucker, linen, or combinations of the latter create a summery tailored look that is breathable and easy to wear.
To maximize ventilation without compromising style, look for a cut that’s slim enough to flatter your shape, but not so restrictive that it compromises airflow.
The Riviera Virum shirt
When summer knocks on the door, we at Virum love to surprise and play with the look. We love to mix iconic pieces with versatile pieces, dandy looks with smart looks, city looks that make you feel like you're on a boat sipping your favorite drink.
For this reason, in our summer collection we have introduced an iconic yet innovative garment: the Riviera shirt.
It is a vintage shirt inspired by the dolce vita, designed for the summer season and to maintain an impeccable style. Made of natural and breathable fabrics, it can be customized with a wide choice of fabric combinations.
If you want to go for the Riviera look, you can't help but have a shirt like this in your wardrobe.
