The South of France used to radiate an effortless je ne sais quoi . Today, it’s radiating content creation.

Once synonymous with understated glamour, Brigitte Bardot-era beach clubs and impossibly chic Europeans escaping the spotlight, St. Tropez has become the latest victim of overtourism, influencer culture, and luxury brands chasing viral visibility.

“It’s not so much influencers in general that are the problem; it’s what happens when they start strip mining lovely locations for content and leave them quite bedraggled after having descended on them like locusts,” critiqued Kiki Astor on Instagram.

She, like many others, feels that St. Tropez…

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