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Vilebrequin has been doing this for over 50 summers. Since 1971, when the House was born in Saint-Tropez with a single obsession, the perfect swimsuit, it has been quietly perfecting what it means to vacation well.
For Cruise 2026, Vilebrequin brought that philosophy somewhere it belongs: the Arab world. Shot along the luminous coastline of Abu Dhabi, the campaign stars Louai Alama and Myriem Boukadida, talents who carry the collection with the kind of relaxed elegance and liveliness.
The visual story moves the way a good summer day does: soft morning light melting into golden hour by the water, movement and stillness trading places, leisure elevated into something almost ceremonial. Louai, for his part, was all in. “I loved working with the Vilebrequin team,” he told ICON MENA. “It’s such a cool lifestyle brand. My favourite look from the campaign is the Turtle Chain Swim Shorts from Cruise 2026.”
Behind the beauty, there’s also substance. Vilebrequin’s presence across more than 65 countries is matched by a growing commitment to sustainable fabrics and processes. Clothes engineered, as the House puts it, to make an impact on vacation, not on the oceans.
Fifty-plus summers in, they still know how to make it look effortless.
