Yoox Celebrates Montauk Summer Pop-Up at the Surf Lodge

For the first time, Yoox—the Milan-based fashion retailer—has come to Montauk. On Saturday afternoon, Yoox took over the Surf Lodge with a picturesque summertime brunch to celebrate their week-long (July 13-18) exclusive pop-up for 8 by Yoox, the e-tailer’s private fashion label.

The collection comprised of breezy off-shoulder maxi dresses, pin-striped button-ups (perfect to wear as a beach cover-up), palm-tree intarsia knits (to slip on when the beach gets chilly at night), and playful bandana printed boardshorts. The best part? All the pieces start at just $35 and top out at $200. To blend the physical shop with a digital experience, Yoox eliminated the need for any cash by allowing shoppers to try on all the pieces in person and then proceed to check out through an exclusive online hub, so the pieces arrive directly at their doorstep.

During Saturday’s celebratory brunch, guests were served courses of avocado toast topped off with pickled shallots, chiles, and sesame seeds, followed by fresh platters of brassicas salad and salmon quinoa bowls. Guests included fashion editors, models, and influencers, including Ellie Thumann, Mia Kang, Rae Rodriguez, and Igee Okafor. As it was at the Surf Lodge, the afternoon wouldn’t be complete without an epic day party. Glasses of Hampton Water rosé flowed while DJ Luka Tacon spun tunes late into the afternoon. All signs point to the fact this won’t be the last time Yoox comes to Montauk.