The summer season is a pivotal moment for any fashion boutique. This is when your clientele plans their getaways and looks for pieces that will define their summer. Your challenge is to build an assortment that is both desirable and commercially strong, meeting current expectations from both brands and customers.

How can you anticipate desires? How do you create a coherent assortment that tells an inspiring and sustainable story? To guide you, we’ve decoded three strong summer 2025 travel themes, illustrated with brand proposals represented by the agency. A curated selection of key products to capture attention and turn inspiration into sales—perfect for this season or the next!

The Call of the Beach - Chic and Sun-Ready Swimwear

The beachwear segment is a cornerstone of any summer collection. Clients look for pieces that combine comfort, relaxed elegance, and photogenic appeal. Offering a curated selection of swimsuits and beach accessories is a guaranteed success.

Mediterranean Storytelling by Thinking Mu

Thinking Mu delivers a complete narrative with its recycled polyester swimwear collection for men and women. “House” prints and Mediterranean-inspired designs help build a strong brand story on the shop floor.

This ensures a coherent and desirable offering, from women’s bikinis to men’s swim shorts, with a touch of irreverence perfect for your marketing.

An art direction that evokes the gentle sensuality of the 70s.

OpéraSPORT’s Urban Sophistication

OpéraSPORT allows you to elevate your offer with a sophisticated women’s swimwear range. The Lucie model transforms into a top, Camelia features sculptural details, and Luz plays with 90s style codes.

You can address a clientele seeking refined, versatile pieces. A real opportunity for differentiation with strong visual communication potential.

Should we look to Franco Fontana for inspiration?

Norse Projects’ Selling Points

Norse Projects is persuasive. Eco-friendly first, with recycled nylon for its Hauge swim briefs, offering quick-dry performance. Each piece has all the hallmarks of quality (mesh lining, zip pocket, drawcord) and comes in multiple colors.

Commercially savvy too, the brand offers a matching Twill 6-Panel cap, creating an easy-to-sell “total look.” A simple and effective cross-selling strategy.

Scandinavian minimalism and practical design

The Nature Adventure - Technical and Stylish Outdoor

The outdoor trend remains strong. A growing share of customers seeks high-performance products for outdoor activities without compromising on style. This is a high-potential market where technical quality and storytelling are decisive selling points.

Helinox Gear a High-Value Products

Helinox is a strategic addition for your assortment. The Korean brand, founded in 2015, produces hiking furniture known for creativity and expertise.

Folding chairs are lightweight (exclusive DAC aluminum frame) and durable (600D recycled polyester), fascinating, and convincing to customers. Premium positioning and a 5-year warranty attract knowledgeable buyers, while offering innovative interior display ideas.

The ideal product for experiencing moments in nature.

Elliker’s Perfect Backpack

Elliker meets the demand for functional, streamlined backpacks. Focusing on essentials, the brand tests its products for durability and practicality, suitable for both city and forest use.

A well-priced, balanced offer complements any clothing selection. Designs incorporate style elements and pops of color, conceived by everyday explorers.

Practical and stylish, bought for summer and used all year round!

Knowledge Cotton Apparel — Technical Wear “Designed by Nature”

Knowledge Cotton Apparel helps you sell technical apparel with a story. Using natural fiber properties, the brand creates pieces like canvas jackets or organic Ripstop cargo pants.

By selling Knowledge, you offer not just clothing, but a philosophy: performance inspired by nature. A strong, differentiating argument rooted in surf culture found in Portugal.

Technical clothing made from 100% natural materials: a beautiful story.

The Nomadic Spirit — Versatile Road Trip

This theme targets versatile clients seeking to enjoy the season’s various opportunities: travel, music festivals, sports events, or southern traditions. Offer multifunctional pieces in comfortable fabrics or accessories that create a look reusable in other contexts.

On the Road with Belstaff

Heritage brand Belstaff captures passionate, demanding clients—motorcyclists. Offering iconic, technical pieces like the Trialmaster jacket or Gore-Tex outerwear positions your store as a reference in a niche, high-spending segment.

Waxed cotton, practical details and a rich history: an asset in your selection.

Festival Season with Hunter

Hunter is your ally for festival-goers. From iconic Wellington boots to waterproof jackets like the Izzy, you meet the needs of music lovers seeking protection with style.

Build a complete and legitimate offer for a specific summer event—responding to a highly seasonal need with recognized products.

Outdoor music and a rainy summer: so British!

Celebrate Summer Culture with Verlan

Verlan offers products with strong storytelling potential. T-shirts inspired by the Tour de France, the automotive world, or pétanque are standout pieces that are perfect for add-on sales and ideally suited to the season and any passing clientele.

These high-quality tees bring a touch of lightness and humor to your assortment, instantly connecting with customers seeking originality. They also serve as an ideal vehicle for additional sales.

Themes of a very French summer!

Build a Cohesive and Profitable Summer Collection

These three themes are more than just inspiration. They can serve as strategic pillars for structuring your summer assortment. By selecting brands that embody each universe, you create a clear customer journey, make your sales team’s job easier, and maximize commercial opportunities. You’re no longer selling isolated products but complete looks and compelling stories.

Looking to build your assortment around winning themes? The Clothette agency is your partner for accessing these desirable, high-performing brands and crafting a profitable, tailored offering. Contact our sales team for a presentation of our collections and to shape the success of your upcoming seasons together.