Fashion, Monaco and Sotheby's...

With its princely heritage, iconic buildings and innovative concepts, Monaco has established itself as a global showcase for fashion. Here, every street in the Carré d'Or district is an invitation to elegance, every shop window tells a story, and Sotheby's International Realty is adding to this dynamic by telling its own story of elegance, timeless chic and heritage.

The history of fashion in Monaco

For decades, the Principality has cultivated a close relationship with fashion and designers. In the 1980s, Karl Lagerfeld, a leading figure in haute couture, chose the sumptuous Villa La Vigie, overlooking Larvotto, as his second home. Long before him, Josephine Baker, an icon of style and the stage, was already frequenting Monaco's high society salons.

The princely family has contributed greatly to promoting fashion in the Principality, starting with Princess Grace, a true muse of timeless chic, who made her mark on the history of global fashion with her Hollywood allure, which became a symbol of Monaco. Her daughter, Princess Stéphanie, made a name for herself in the 1980s as a model and singer, imposing a bold and personal style. Today, Pauline Ducruet, Princess Grace's granddaughter, continues this tradition by creating her own brand, Alter, dedicated to inclusive, gender-neutral fashion.

Fashion in the Principality

Monaco's Carré d'Or district is home to some of the world's leading fashion houses. The Princess Charlene area and One Monte-Carlo are home to iconic brands such as Akris, Chanel Joaillerie, Lanvin, Louis Vuitton, Balenciaga, Fendi, Prada Homme, Boucheron, Ralph & Russo, Céline, Gianvito Rossi, Saint Laurent, Elie Saab, as well as Dior, Piaget, Alexander McQueen, Bulgari and Cartier.

Around the Place du Casino, other prestigious names complete this showcase: Gucci, Hermès, Valentino, Goyard, Omega, Rolex, Salvatore Ferragamo, Versace, Armani, Christian Louboutin, Chopard, and soon Tiffany & Co. and Tag Heuer.

The Métropole Shopping Monte-Carlo, beneath the Hôtel Métropole, offers a more subdued experience, with Allude, Boss, Gucci Kids, Isabel Marant, Missoni, Vilebrequin, Roberto Cavalli, Kenzo, Max Mara, Swarovski, and more.

Finally, Boulevard des Moulins and Allée François Blanc reveal addresses for connoisseurs: Jean Jacques Monte-Carlo (Kiton, Canali, John Lobb, Rota), Atmosphère (Sergio Rossi, Aquazzura, Jimmy Choo, Dolce & Gabbana), Ferret and the Dolce & Gabbana boutique.

Fashion in the Principality is also following current trends: pop-up stores and hybrid concepts are flourishing, combining gastronomy and ready-to-wear fashion. Brands such as Lacoste and Jacquemus, located at the Méridien Beach Plaza and Monte-Carlo Beach respectively, have set up temporary stores in Monaco. These brands are exploring the café format, following in the footsteps of Ralph Lauren, which combines lifestyle and high-end hospitality.

Photo credit: L’observateur de Monaco

Sotheby’s and fashion

Sotheby's has forged links with the world of luxury and fashion, notably through its collaboration with the Ralph Lauren brand, which shares its values of timeless elegance and heritage. However, Sotheby's is also world-renowned for its prestigious auctions, which are not limited to works of art but also include iconic items. Recently, the first Birkin bag created for Jane Birkin was sold, as well as items linked to legendary figures such as Freddie Mercury's collection. To develop its relationship with fashion, Sotheby's has launched a capsule collection with Frame, combining contemporary aesthetics with classic heritage.

Photo credit: Vogue

In Monaco, the story continues with Mr Alexander Kraft, Managing Director and owner of Sotheby's International Realty France – Monaco, and his Alexander Kraft Monte-Carlo flagship store, a meeting place for gentlemen with refined style.

Photo credit: Alexander Kraft

Discover the Monaco Lifestyle and fasion culture in the Principality by finding your future apartment with Monte-Carlo Sotheby’s International Realty.

^{Published the 25/08/2025}