Roland Herlory, CEO of luxury swimwear brand Vilbrequin continues our Luxury Leaders series. He speaks to LUX about Saint Tropez?s 1970s rock?n?roll lifestyle, the influence of social media and working in St. Bart’s
Roland Herlory
LUX: How would you describe the Vilebrequin lifestyle"

Roland Herlory: When you think about Vilebrequin, you think about holidays and fantasy. About having a good time, relaxing, and sharing privileged moments with your loved ones. Vilebrequin wants to make this feeling of “lâcher prise” last all year long. Our style is elegant but casual and fun at the same time.
LUX: In the fast expanding luxury market, is heritage still as significant"

RH: Of course it is! We were born in St-Tropez in 1971. At that time it was just a little harbour where many artists and icons gathered. It was a time when carelessness was allowed and freedom was in the air. Brigitte Bardot , Gunter Sachs, Françoise Sagan  …They all met and had fun together. It was rock’n’roll at that time and Mick even married Bianca Jagger in St-Tropez in 1971. Now times are different, but Vilebrequin still claims its St-Tropez 1970’s roots! It is very important because no other swimwear brand has this kind of heritage and expertise – apart from probably  Eres  created in 1969. Most of our clients work throughout the year in dark suits. Its only during their holidays that they allow themselves humour and freedom. Vilebrequin?s ...