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We’ve officially hit peak beach season, and all eyes seem to be in the Northeast. From highly-publicized branded pop-ups in tiny East Coast beach towns to nautically-inspired collabs, everyone is embracing the height of summer, New England style. What else is new, right? But these launches and pop ups are definitely not coming from your stereotypical, WASP-approved brands (sorry, Vineyard Vines):
Jacquemus and Timberland collaborated on a limited-edition boat shoe in a bright, summery teal that looks made for a Martha’s Vineyard dock. Loeffler Randall is popping up in Nantucket this July with a full stock of beach-ready sandals, totes, and ready-to-wear. Colombian designers Agua by Agua Bendita are partnering with Marchanta on Marchanta Out East, a Latin American luxury pop-up in East Hampton this August. Some more traditional luxury brands are heading east as well: Manolo Blahnik released an East Hampton-exclusive capsule collection, sold only in their Hamptons boutique.
While places like The Hamptons have long been associated with wealth, they haven’t necessarily been associated with taste or fashion trendsetting. But the influx of hipper luxury brands may signal the arrival of a younger, more fashionable, and more diverse customer on America’s most-coveted beaches.
Read on for some of our other favorite summer-friendly launches:
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First Up: Chan Luu’s Bridal Debut

As I wrote a couple weeks ago, the bridal market is booming – and Chan Luu just debuted its first-ever Bridal Collection. Inspired by founder Tessa Tran's own wedding, the collection embraces modern brides looking for pieces that feel personal and timeless, rather than traditional. The capsule reimagines bridal through an unconventional lens, featuring heirloom-worthy jewelry, feather brooches, and versatile silk separates, all of which were designed to be worn well beyond the wedding day. Tessa says: "I think there's this pressure to buy things for your wedding day that you'll never touch again. I wanted to design the opposite of that. Something you reach for on a random Friday date night years later and instantly remember how it made you feel the first time wearing it."
Trending: Functional Flavors

LARQ launched cūva, an innovative take on functional beverages: With the simple push of a button, Cūva uses liquid flavor pods with functional benefits to transform ordinary water into a functional beverage. The new lineup includes three flavors with three functions: Lemon Cucumber, enhanced with electrolytes for hydration (45mg sodium, 5mg magnesium); Peach Ginger, including L-theanine + caffeine for clean energy (38mg caffeine, B6/B12); and Watermelon Mint, infused with Vitamin support and zero sugar (Vitamin C, B3/B6). All pods include zero sugar, zero calories, and no artificial dyes or sweeteners.
Create Wellness is expanding its Creatine Gummies lineup with its seventh flavor: Sour Grape. Sour Grape taps into the nostalgia of the '90s, delivering the sweet-and-tangy taste of your favorite grape soda. The new flavor joins Create Wellness' lineup of fan favorites, including Sour Green Apple, Watermelon, Sour Peach, Sour Cherry, Orange, and Blue Raspberry.
Trending: Luxe Hair Essentials

David Mallett launched a brand new hair accessories collection, featuring The Brush , The Comb, The Curly Hair Comb, and The French Pin. The elegant collection is inspired by Mallett’s mother's hairbrushes and the cowrie shells scattered across the beaches of his childhood in Australia. Each piece is handcrafted in Switzerland from cellulose acetate derived from natural fibres and finished with David Mallett’s signature gold detailing. I was lucky enough to see the collection in person and it’s absolutely stunning.
Aveda launched the One For All Leave-In Elixir, a new all-in-one spray designed to care for, protect, and perfect every hair type and texture. One For All delivers hydration that lasts up to 72 hours, heat protection, frizz control, softness, and shine. The Elixir is vegan, approved by Cruelty Free International, silicone free, and 99% naturally derived.
Before You Go…

- Cou Cou Intimates released The Fleur Mini, an effortless summer minidress that joins their popular Fleur Top and Slip. The dress is made from a lightweight cotton voile and the square neckline is trimmed with bespoke lace.
- Diaspora Spice Co. has launched a new Hot Lime Seasoning, perfect for a beach day pick-me-up. The bright, smoky, and tangy seasoning was made to be sprinkled on fresh fruit, rim a margarita, or added to homemade summer treats like guacs, salads, and grilled corn.
- Sunscreen experts EltaMD launched the UV Daily Peptide Lip Balm SPF 40. This skincare-infused lip treatment combines mineral SPF protection with clinically-backed lip care—delivering hydration, smoothing benefits, and a transparent finish without the bitter taste or white cast often associated with mineral lip SPF.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.

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