BEACH-READY: As a part of its rebranding efforts, Paul&Shark, the brand rooted in its love of the ocean, has unveiled a resortwear capsule collection as a part of its spring lineup.

After unveiling its foremost collection at Pitti Uomo earlier this week, the brand threw a mid-afternoon bash at its Milan store on Via Montenapoleone, taking on a portion of the road with a lemonade cart, beach chairs and striped umbrellas to evoke the mood of the capsule.

Channeling old-school Italian flair and inspired by the Matt Demon-led 1999 movie “The Talented Mr. Ripley,” the gathering includes bathing suits in recycled polyester, some bearing a shark print; breezy linen shirts, and silk polos combining pastel tones and underwater colours, sometimes in gradient.

The move aligns with Paul&Shark’s retail strategy because the brand operates several stores in tony seaside destinations including Miami, Palma de Maillorca and Marbella in Spain, Nice in France and Forte dei Marmi and Ischia in Italy, amongst others.

Softening the core yachting ethos of years past, the brand’s sustainability credentials and link with the ocean are being exalted via lifestyle-leaning activations.

This spring the brand tied in with Tigu Beach, a beach club positioned on the shores of eastern Liguria, in Riva Trigoso, a stone’s throw from Sestri Levante facing the biodiversity-rich Tigullio Gulf.