For over 14 years, St Tropez House has been at the forefront of luxury villa rentals in Saint-Tropez, catering to Ultra High Net Worth Individuals from Monaco and around the world. Emilia Jedamska, director of St Tropez House, has closely followed the evolution of design trends in the region’s villas. In this interview with Hello Monaco, she shares her insights into the key trends shaping Saint-Tropez’s luxury property scene in 2025.
Hello Monaco: Emilia, how have the styles of villas in Saint-Tropez evolved since you started?
Emilia: When we began, villas in Saint-Tropez typically fell into two categories: the ‘Provencal’ style—often properties that hadn’t been renovated in a long time, perhaps inherited and rented out without much updating—and the ‘modern’ style, which included any renovated property. These modern villas were often generic, lacking charm and artistic flair. However, those days are behind us. Today, property owners are much more attentive to quality, design, and art, creating spaces that are both luxurious and unique.
HM: What are the dominant design trends you’re seeing in the villas you rent out?
Emilia: Working with a collection of over 100 villas, we’ve observed a spectrum of styles and how they have evolved. Currently, the most popular design trends in our rental villas are modernist, earthy chic, and ‘gypset.’ I’d be delighted to share some standout examples that successfully embody these aesthetics.
HM: Let’s start with ‘gypset.’ It sounds intriguing. Could you elaborate on this trend and how it’s reflected in your villas?
Emilia: ‘Gypset’ is a fusion of ‘gypsy’ and ‘jet set,’ a term coined by an incredibly creative journalist Julia Chaplin. It represents a lifestyle that combines the free-spirited ethos of nomadic living with the sophistication of high-end travel and design. In Saint-Tropez, this translates to villas that exude effortless elegance, rustic charm, and a bohemian yet luxurious atmosphere.
The Gypset style is all about mixing textures, materials, and cultural influences. You will find interiors filled with handwoven Moroccan rugs, vintage rattan furniture, and Italian linen sofas, seamlessly blending a sense of adventure with refined comfort. The trend embraces an eclectic yet harmonious feel, where every piece tells a story, creating a home that feels curated over time rather than designed in a single stroke.
One of the best examples of this aesthetic is Villa Manuka, where Slim Aarons photography adorns the walls, capturing the effortless glamour of the Riviera. Hidden within the discreet Domain Bella Vista, this exclusive enclave remains largely unnoticed by even the most seasoned Saint-Tropez connoisseurs. It offers both privacy and the rare advantage of being within walking distance to the vibrant heart of Saint-Tropez.
Beyond villas, the Gypset lifestyle can also be found in some of Saint-Tropez’s beach clubs. Verde Beach Club on Pampelonne Beach is an icon of this aesthetic, blending relaxed barefoot luxury with artistic elegance.
Fashion brands that resonate with this style include Missoni and Zimmermann, both embodying the free-spirited yet luxurious essence of Gypset culture. One of the villas in our collection features Missoni fabrics, wallpapers, and accessories, creating a wonderfully cozy yet elegant ambiance.
HM: The term ‘earthy chic’ has been mentioned frequently in design circles. How does this trend manifest in the villas you offer?
Emilia: ‘Earthy chic’ focuses on integrating natural materials, organic shapes, and a palette inspired by nature to create luxurious yet grounded spaces. This trend emphasizes sustainability, wellness, and a deep connection to the environment, aligning perfectly with the serene landscapes of Saint-Tropez. It has become a ‘celebrity trend’; Kanye West and Alicia Keys embrace earthy luxury in their private homes.
Earthy chic design is characterized by raw, unprocessed materials such as reclaimed wood, travertine, and linen. Colour palettes lean towards muted neutrals, soft taupes, and sandy hues that mirror the natural surroundings. The beauty of this style is that it prioritizes comfort while maintaining a strong aesthetic vision. Large open-plan spaces, statement stone fireplaces, and outdoor showers are commonly seen, bringing a sense of tranquility and warmth to high-end villas.
Villa Parasol, a stellar villa in our collection perfectly captures the essence of earthy chic. Nestled in a lush green setting, it blends modern architectural elements with organic materials, creating an inviting and serene retreat that embodies effortless luxury.
Hello Monaco: Modernist design has been a global trend. How is it interpreted in Saint-Tropez’s luxury villas?
Emilia: Modernist design in Saint-Tropez emphasizes clean lines, functionality, and a seamless integration with the natural surroundings. This minimalist approach often serves as a perfect backdrop for showcasing art, allowing the architecture and artworks to complement each other harmoniously.
Villa Ama is a quintessential modernist villa located near Pampelonne Beach. This property features sleek, contemporary architecture with expansive glass walls that blur the line between indoor and outdoor living. The minimalist design, combined with high-end amenities, offers guests a luxurious yet unpretentious retreat. Notably, sculptures by Richard Serra and Ron Arad are prominently displayed in the garden, reinforcing the villa’s status as both a home and an art piece.
Similarly, Villa Vertigo showcases modernist principles with its emphasis on open spaces, natural light, and a design that fosters a strong connection to the surrounding landscape. Both villas exemplify how modernist design has been adapted to suit the unique charm of Saint-Tropez.
HM: Art seems to play a significant role in these villas. Can you tell us more about the art collections featured in villas for rent curated by St Tropez House?
Emilia: Absolutely. In high-end villas, especially those priced at €100,000 per week and above, the market segment that we specialise in, art is a key distinguishing feature. Many of these properties showcase curated collections, including paintings, sculptures, and installations, both indoors and in the gardens. This allows guests to immerse themselves in the unique artistic vision of the villa’s owner, enhancing their overall experience.
Recognising the importance of art in creating distinctive spaces, we’ve recently brought on board an art advisor, Karlina Nathan, who works closely with our villa owners to curate meaningful collections and assist guests interested in beginning their own art-collecting journey. As Karlina says: “Art is no longer just a decorative accessory in luxury homes — it’s an integral part of a property’s identity, reflecting the owner’s taste, travels, and interests. By integrating meaningful, architecturally responsive art, we create environments that not only elevate the aesthetic and emotional experience of a home but also contribute to its long-term legacy.”
For guests, Karlina provides an opportunity to engage with the vibrant local cultural landscape, whether through exclusive gallery visits, artist studio tours, or expert guidance on collecting in today’s market.
Additionally, we have just added a spectacular new villa to our collection—an earthy chic icon where art is an integral part of the home, with paintings and sculptures forming dynamic installations that shift with perspective. This villa, like several others in our portfolio, is off-market and cannot be listed on our website or Instagram. A significant part of our collection consists of unique, high-end properties that are only shared directly with vetted clients.
HM: There’s buzz about the PAD Design event coming to Saint Tropez this July. How do you see this influencing the local design scene?
Emilia: The arrival of the PAD (Pavilion of Art & Design) event in Saint-Tropez from July 12–20, 2025, is clear evidence of the town’s growing significance in the art and design world. This prestigious fair, traditionally held in Paris and London, brings together leading galleries showcasing historical and contemporary design. Its presence here underscores Saint-Tropez’s evolution into an epicentre of sophisticated living, where design and art play an increasingly prominent role.
We hope that this event will further solidify the town’s reputation as a design-forward destination, inspiring villa owners, architects, and collectors to integrate more meaningful and collectible pieces into their homes. It’s an exciting time for anyone with a passion for aesthetics, and we at St Tropez House are looking forward to seeing how this will shape the luxury real estate market in the years to come.
www.sttropezhouse.com
