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Dress well, change often
Saint-Tropez has always welcomed a touch of fashion bravado. Cowboy boots, micro-minis, oversized hats, and platform sandals have all had their moments, but one thing never changes—Saint-Tropez is not a one-outfit kind of place, even for the most committed minimalist. Pack accordingly: men and women alike should expect to change clothes at least three times a day. A linen shirt or light cover-up is de rigueur as soon as you sit down for lunch at a beach club, and nobody parades around the port or the village in a bikini or bare-chested. Like a growing number of French seaside resorts, it’s not only frowned upon; you can be fined. Come early evening, people head back to their hotel or villa to shower and change into finer clothing for the next round: dinner, and for some, a party that rages until dawn.
Win them over
A little local know-how can make all the difference. “The first thing you do when you arrive at a beach club is tip your waiter, not afterward,” says one French property developer who grew up in the south of France and now lives in Miami. “That way they’ll take care of you from the start.” For a group, he suggests around 100€. “Also, it’s very rude to ask waiters their names.” However tempting it may be to call out, “Xavier! Another tequila espresso martini!”—resist the urge. A discreet s’il vous plaît is much more in keeping with French dining etiquette.
Don’t broadcast
The loudest person in the room is rarely the most interesting. Whether you’re lingering over coffee and croissants, lounging by the hotel pool or sipping an apéro at Sénéquier, nobody needs to hear your Zoom call, who invited you aboard their yacht yesterday, or exactly how much your latest business deal raked in. In a village where money is often splashed around, talking about it remains distinctly un-French.
The French Riviera’s most glamorous summer destination is about to have its biggest season yet.
Lunch will be long, so leave time for it
The shimmering midday heat has a way of slowing everything down. Seek out a shady table, whether by the sea, beneath pine and tamarisk trees, or on a village terrace. This is lunch à la Provençale; expect a multi-course meal with pauses between courses (no, the service isn’t slow). Bread, olive oil, and rosé arrive early. It’s prime time for people-watching and catching up with friends.
