So there was no better location for Karl Lagerfeld to unveil his Chanel Cruise collection for 2010/11 than the world famous fishing village.
The streets of St Tropez quite literally came to a standstill on Tuesday evening as the fashion maestro transformed one of the avenues by the port into a temporary catwalk.
Residents and celebrities, including Diane Kruger and Vanessa Paradis, took seats in the Senequier tea room to watch as pieces inspired by 'the spirit' of the famous French town were paraded in front of them.
With barely there makeup and bare feet, the models showcased Seventies-inspired clothing including high-waisted flares, hot pants, bleached denim, maxi dresses and bikinis.
Among the beauties with beach hair working the collection was model-of-the-moment, and daughter of Mick Jagger and Jerry Hall, Georgia May Jagger, appropriately looking very much like a young Brigitte Bardot.
She helped close the show on the back of a motorbike to the strains of the Rolling Stones track Lets Spend the Night Together – her musician dad famously wed his first wife Bianca in St Tropez in 1971.
The French Riviera has seen a rise in the number of stars jetting in this week as Cannes, located just up the coast, prepares to host its annual film festival.
It will open on Wednesday evening with the world premiere of Robin Hood starring Russell Crowe and Cate Blanchett.