The French line's soft swim trunks are for the men who can afford to summer in Saint Tropez or those who want to pretend they can.

At its location on the corner of Rodeo Drive and Wilshire Boulevard, Vilebrequin's small yet bright storefront may at first seem odd next to nearby couturiers Escada and Badgley Mischka—they do sell swim trunks, after all. But upon entering the impeccably arranged boutique (and upon inspecting a price tag), we were convinced Vilebrequin trunks were just as much a luxury for men as Burberry bikinis are for women. The trunks, whose cost hovers around $185, are neatly folded along shelves according to size and come in a rainbow of colors and prints, from florals to terriers to multi-colored donuts. Those not willing to don pastry-printed trunks at the beach can choose from a palette of solids or cargo linen shorts as well as cashmere sweaters, T-shirts and polos. Vilebrequin also carries boys' trunks that come in the same colors and prints as the men's, so moguls-in-training can look just as sharp as their dads.—Enid Portuguez