From the Beach to Cocktail Chic: Summer Style at home & Abroad

Effortless Elegance: The Riviera's Influence on Modern Men’s Style

There’s something undeniably inspiring about how men’s fashion evolved in places like the Riviera—where the leisure classes gathered under the sun, adapting their clothing to suit both the climate and the slower pace of life. It was here that style loosened its tie, quite literally, in favor of something more relaxed, yet still impossibly chic.

This isn’t about sloppy dressing—it’s about ease with intent. Think summer elegance without the stiffness:

• A refined shirt or knitted polo: Could be a short-sleeved shirt or a lightweight knit tee—simple, clean, but elevated. Avoid the basic T-shirt and aim for texture, structure, or even a subtle collar.

• Tailored, breathable trousers: Casual but sharp. A relaxed fit in linen or cotton. Shorts work too—but they should echo the elegance of the top, not compete with your gym gear.

• Easygoing, sophisticated footwear: Unlined loafers worn sockless, classic espadrilles, or fisherman sandals. Lightweight, breathable, and quietly confident.

And while footwear and accessories help, the real effort lies in those first two pieces—top and trousers—done well. You’ll find all of this and more at Marc Allen.

Now, take a closer look. The Riviera style is full of quiet details: rolled-up sleeves, tucked-in shirts, and easy trousers. Shirts and trousers—not T-shirts and gym shorts. Men looked put-together, yet completely at ease. Ironically, these are the very pieces modern men tend to resist (“Too hot for trousers!” is a common complaint). But the secret is in the fabric, the fit—and the attitude.

Historically, the British have been captivated by Mediterranean life. Maybe it’s the sun, maybe it’s the pace. Either way, it’s no surprise that by the late 19th century, the South of France had become a playground for the British upper class. Places like Nice weren’t just destinations—they were escapes, promising a blend of warmth, sophistication, and a bit of exotic charm.

In fact, British influence was so strong that Nice built a grand promenade just for them—The Promenade des Anglais—a seaside stretch where visitors could take in the dazzling culture and continental style. For many, it was the first glimpse of a more relaxed, yet refined, way of dressing.

Back then, even on the coast, the dress code was rigid: full suits, heavy wool, stiff collars. Not exactly beachwear. It wasn’t until after World War II that fashion on the Riviera loosened up. Locals pioneered a more casual, effortless tailoring—introducing what we now recognize as Riviera style.

By the 1960s, that style found its icons. Films of the era captured the golden age of Mediterranean elegance. The actors weren’t just stylish—they were cool. Smart, confident, unbothered.

Start with Fellini’s La Dolce Vita—Marcello Mastroianni’s soft tailoring won an Oscar for Costume Design and set the tone for decades. Or look to Alain Delon, the embodiment of French cool. In Plein Soleil, La Piscine, and Melodie en sous-sol, Delon wore simple pieces—linen shirts, striped polos, slim trousers—but made them unforgettable.

It wasn’t just what he wore, but how he wore it. Rolled-up sleeves, half-buttoned shirts, quiet confidence. Delon could make a white shirt look impossibly stylish—not from overthinking, but from ease, experience, and yes, a bit of edge (he famously served nearly a year in prison during his military service for insubordination).

And then, of course—blazers (Yes, blazers)...

Yes, even in the heat, a well-cut summer blazer belongs in your wardrobe. Choose unstructured, breathable fabrics in muted tones like stone or sand. It’s the perfect layer for an evening out by the sea, giving you that smart-but-effortless edge.

Let Riviera style guide your summer: elevated, unfussy, quietly confident.Find your look—and your ease—at Marc Allen.