Gurney’s, the 90-year-old oceanfront resort in Montauk, Long Island, is upping its fashion game this summer as it completes the third phase of its ongoing renovation. The resort will introduce the Fashion Collective, a rotation of retail pop-ups each weekend from June 16 through Labor Day weekend. Participating brands include Haute Hippie, Fancy, Edie Parker, Maje, Kule, Donni Charm, Otte, Swim Like a Mermaid, LemLem, Kiini, Mara Hoffman, Rebecca Taylor and Sandro. Each label will set up its pop-up on the roof deck of the resort’s spa and will have the space from 11 a.m. to 5 p.m. This is the first season the resort is featuring a fashion-focused retail project of this scope. Last summer, Gurney’s worked with Wellthilly on a health and wellness series that included projects with Reebok, BluePrint and Vosges, as well as fitness outlets, including Cyc Fitness, Barry’s Bootcamp and AKT In Motion. The hotel plans to continue and expand that programming alongside the Fashion Collective with pop-up fitness classes with Bari Studio, Y7 Studio, Dance Body, New York Pilates and more. There will also be panel discussions with Cynthia Rowley, Lifeway ceo Julie Smolyansky, and Bari founder Alexandra Bonetti.

“We had great success with the collaborations we did last year,” said Gurney’s general manager Michael Nenner. “There are a lot of great, unique shops around Southampton, West Hampton and Montauk, but [our guests] wanted a little more so they didn’t have to leave the resort. We got more into the destination market.”

Additionally, Gurney’s is partnering with hair stylist Ric Pipino for the Ric Pipino Hairspace that will open on the grounds in May. The resort will also open 47 newly redesigned rooms by Michael Kramer this summer.

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