‘First we made the costumes. Now we’re making the set,’ says Roland Herlory, CEO of French swimwear label Vilebrequin of its latest venture, Vilebrequin La Plage, a permanent ‘beach experience’ and café in Cannes. It marks a return, of sorts, for the brand, which was founded 50km down the coast in St Tropez during its 1970s heyday.