the euro summer craze brands can’t get enough of
Pool boys, parasols, and the branding déjà vu of Euro Summer
Every summer the same scene repeats itself.
Brands, most noticeably fashion, jump at the chance to channel the cult-favorite “Euro Summer” aesthetic. Embracing exclusive beach club energy, we’re set the scene of branded umbrellas and embroidered towels, rosé flowing in chilled glasses, and the whisper of luxury lounging somewhere between Capri and Cannes.
It’s familiar. It’s dreamy. It’s... repetitive?
What happens when every brand leans into the same spritz-filled fantasy? How do you stand out in a sea of chic linens and oversized umbrellas?
The appeal is obvious, and let me be clear. These activations are stunning, fun, and taps well into the collective longing for leisure, escape, and indulgence.
It makes perfect sense for brand and consumer alignment, and ties seamlessly summer activities that evoke that timeless fantasy: a sun-drenched chaise, and the perfectly prepped pool boy on standby with your next refreshing drink of choice.
However, we begin to wonder: is this branding play still hitting like it used to? Or is it time for new summer stories?
Now I’m no activations or experiential specialist, but let’s consider some other moments we’d love to see:
✨ mama mia dockside core & the linen summer uniform
If you’re paying attention, you’ve seen the uptick in laundry-inspired campaigns (my least favorite chore). So why not take the cue and lean into the tried-and-true linen summer aesthetic? Brands can host custom embroidery events, or take on the most mundane task of day to day laundry, and elevate with their own flair.
We’re visualizing campaigns that play up upscale laundry lines, and drying your clothes on the dock after a refreshing ocean dip.
🌊 for the do-ers, not just the loungers
Yes, we all love a good lounge, but what about the activity seekers? Recently inspired by my first Texas river float (FUN!!), we’re picturing a beauty branded community activity, taking the perfect setting to show off the true longevity of a setting spray, or the hair mask that revives even the messiest of frizz. That’s summer utility meets summer fantasy, and taps a whole other consumer range.
🍦lean into the food appeal
Food. Is. Everywhere. Right now. Dare we say the spritz renaissance has had its moment? Imagine ice cream cart pop-ups in quaint neighborhoods, ice cream cones with lipgloss pairings — “Yes, can I do a waffle cone with extra sprinkles, and a lipgloss on top?”🍒 — Or frozen treats that match your blush tone. Why not seize the opportunity to root summer branding in edible delight?
Hang on.. am I getting paid for this?
There’s a pool (pun intended) of opportunity beyond the typical umbrella-spritz combo, and we’re ready for the next chapter in summer storytelling — one that still feels aspirational, but refreshingly different.
Which brands would you love to see taking hold of this moment and shake things up?