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Formula One fans are in the French Riviera this weekend for the Monaco Grand Prix, the latest stop in the 2024 F1 racing season. As part of the festivities, luxury California menswear label Nahmias is setting up shop inside the iconic Hotel de Paris in Monte Carlo, for an exclusive three-day shopping event.

The pop-up shop will feature some of Nahmias’ most popular pieces, and debut designer Doni Nahmias’ new capsule collection inspired by the F1 Monaco race. Fronting the accompanying campaign is Alexandre Grimaldi, the grandson of Grace Kelly, and the eldest son of Prince Albert II of Monaco.

Grimaldi’s Nahmias campaign sees the model showing off the label’s exclusive race T-shirts in the Hotel de Paris, and against a backdrop of Monaco’s stunning views from the northern coast of the Mediterranean Sea. The collection mixes the brand’s signature surf and streetwear aesthetic with racing-inspired colors and motifs.

The Monte Carlo opening marks the first official pop-up store for the Nahmias brand, featuring a full capsule collection specifically inspired by the Monaco Grand Prix. Nahmias is no stranger to F1 though — the designer’s pieces are often seen on drivers like good friend, Charles Leclerc, and Mercedes star, Lewis Hamilton.

As for Grimaldi, the 20-year-old was born in Paris, and is Prince Albert’s son with a former Air France flight attendant. While the model has made countless fashion party appearances and been featured on magazine covers before, the Nahmias campaign marks one of his first photoshoots for an international brand.

The Nahmias F1 Monaco capsule is only available at the Hotel de Paris pop-up for now, though it may eventually make its way to retailers like Maxfield, The Webster, Patron of the New, and other places where Nahmias is sold.