Mytheresa is going mobile in the Hamptons this season — and doing it in style.
The luxury, multibrand digital platform has customized an Airstream travel trailer which will park at beaches, hotels, wineries, restaurants and cultural destinations in the Hamptons from July 1 through Aug. 6, and sell summer fashion and accessories from top designers.
The “Mytheresa Out East” trailer will be parked at The Hedges Inn in East Hampton, the Topping Rose House in Bridgehampton, the Wölffer Estate Vineyard in Sagaponack, and the Montauk Yacht Club on different dates during the summer, listed on Mytheresa.com
The trailer will be hauled by a Storm Blue R1T, an electric vehicle from Rivian (so there’s no gas expense) and marks a change in Mytheresa’s seasonal approach to the Hamptons. For the past two summers the e-tailer staged a brick-and-mortar pop-up shop in East Hampton in a vacant garage across from the Long Island Railroad station. But for this season, Mytheresa officials took a step back and figured that the site could get greater exposure, buzz and business from an Airstream navigating through the area, rather than from a stationary, physical pop-up.
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“We all know that it is so difficult getting around in the Hamptons so we thought why don’t we bring product to the customers,” said Carly Rosenberg, president of Mytheresa North America. “This is a very customer-centric approach to how we think people might want to shop in the Hamptons. During the week, people could host shopping parties and have the product come to them. It will be really fun. We will have rosé and Champagne in the afternoon, or in the morning, coffee.”
The marketing of the Mytheresa Airstream has kicked off, including email, social, paid advertising, and teaser videos, as has the registration on the Mytheresa website for private events. The kickoff event is set for July 1 with a dinner at Hedges Inn, with the Airstream pulling up by the inn the next day.
Private shopping appointments for top clients will take place on Tuesdays and Wednesdays, while Thursdays will be open to the public through walk-ins and on-site registration.
Over the course of its journey, the Mytheresa Out East Airstream will venture as far as Montauk, and possibly as far west as Southampton, depending on what appointments are made at people’s homes.
Among the top brands going for the ride are Missoni, Dolce & Gabbana, Pucci, Toteme, Azzedine Alaïa, Valentino, Saint Laurent, Zimmermann, Khaite, Chloé and JW Anderson. Merchandise can be bought on the spot, or if a size isn’t available, pieces can be ordered online and delivered within two to three days, Rosenberg said.
She also said that the Airstream will be re-merchandised every day based on how much shoppers converted their browsing into actual buying. Merchandise is being stored at an undisclosed location acting as a warehouse. There will be three to five salespeople at the trailer, depending on the location and the size of the crowd expected. At the biggest and busiest locations, Mytheresa will bring in event personnel for extra support.
Compared to the Mytheresa physical pop-up staged the last two summer seasons, “This is going to be a lot more buzz-worthy,” said Rosenberg. “Having people see the Airstream being driven around the Hamptons will have a much bigger impact on brand awareness.”
In terms of sales and traffic, the physical pop-up in its first year “was incredible,” Rosenberg said. “But the second year the novelty wore off somewhat,” she added. “We need to keep these activations fresh and new, and something unexpected. We are a high-end brand but we do want to be playful and fun too.”
Rosenberg suggested that Mytheresa has been innovative in developing pop-ups and activations. She cited the Mytheresa x Hani’s Holiday Gift Shop during the 2025 holiday season staged at 764 Madison Avenue in Manhattan with a blend of festive bakery goods from Hani’s Bakery in the East Village alongside a gift-oriented assortment of high fashion accessories, fine jewelry and home decor from Mytheresa. Earlier that year, Mytheresa partnered with New York’s iconic Bemelmans Bar for an après-ski pop-up in downtown Aspen. Although it’s an online luxury pure play, Mytheresa, which is part of the Munich-based LuxExperience, sees value in creating physical retail experiences.
It’s not the first time a fashion retailer has used an Airstream for marketing purposes. Madewell used a 30-foot Airstream for a cross-country denim road trip in 2012. Dolce & Gabbana also went on the road with an Airstream last year.
Mytheresa’s Airstream runs only till Aug. 6, since the company has another big event happening in the second week of August. “We need to give our staff a break,” said Rosenberg.
