PAIN AU CHOCOLAT: The seaside in wintertime can arouse feelings of nostalgia. Not at Paul & Shark, which brought a gust of Deauville, France, to Milan Fashion Week for its presentation.
Hosting a French breakfast at local bakery Égalité replete with mouthwatering pastries, bicycles with wicker baskets parked in front of the premises, and a marine-inspired light blue décor, the Italian brand presented a new chapter of its Riviera resortwear line rooted in its love of the sea.
The chic lineup – part of the fall 2025 collection already unveiled in full at Pitti Uomo earlier this week – toyed with the brand’s ongoing combination of performance and distinctively Italian casualwear with cable-knit sweaters wrapped around the shoulders on top of rib-knit cardigans, plaid overshirts and knit polos in neutral shades, as well as navy blue pea coats.
The Paul & Shark Riviera fall 2025 collection inspired by Deauville, France.
Courtesy of Paul & Shark
The Paul & Shark Boulangerie Deauville inaugurated on Saturday remains open throughout Milan Men’s Fashion Week, which closes Monday.
As reported, Paul & Shark’s resortwear collections are part of the brand’s journey toward rebranding, as the company looks to evolve its DNA by softening its sailing message tracing back to 1976 and embracing a more casual aesthetic catering to a wider audience.
While its fashion is increasingly more in tune with customers’ demand for clothing apt for outdoorsy experiences, the brand’s sustainability credentials and link with the sea are being exalted via lifestyle-leaning activations and communication initiatives.
The Paul & Shark Riviera fall 2025 collection inspired by Deauville, France.
Courtesy of Paul & Shark
