Shea Marie, a pioneering voice from the early days of fashion blogging, is trading digital ephemera for Mediterranean permanence. Her label, Same - which began as a swimwear line in 2015 and has since expanded into ready-to-wear, denim, and jewelry - is opening its first permanent boutique on Capri this week, with a seasonal outpost in Saint-Tropez operating through October ahead of a long-term space planned for 2027.
Marie's trajectory mirrors a broader shift in how we dress for leisure. In the 1920s, Coco Chanel liberated women from corsets with jersey knit beach pajamas; today, Same offers a wardrobe that moves from sun-drenched terraces to evening cocktails without a costume change. The brand's new boutiques, located on Capri's Via Camerelle (formerly a Pucci boutique) and in Saint-Tropez, cater to the modern traveler seeking what Marie calls "the cool-factor of a luxury brand, but more attainable."
Each store features exclusive capsules inspired by local color palettes - navy and pale yellow for Capri, green and pink for Saint-Tropez. The interiors, designed with Dayan Studio, blend earthy travertine with chrome accents, a nod to the 1970s resort glamour that defined Mediterranean style icons like Jacqueline Kennedy Onassis.
Marie's move from pop-ups to permanent retail is a deliberate one. After successful short-term activations in New York and Palm Beach, she realized the transient model clashed with her exacting aesthetic. "It costs a lot to do, then you have to close and start over," she said. For the Lingerie Museum, this evolution echoes the history of lingerie as both intimate armor and public statement - once hidden, now celebrated. Same's multipurpose sarong scarves and shell pendants are the modern equivalent of the 1950s seaside négligée: designed to be seen.
With handbags and shoes on the horizon, Marie is building a legacy rooted in the very places where women first dared to bare a little more skin under the Mediterranean sun.
Originally reported by WWD