Why the Rich and Famous Choose the South of France

From Riviera legends to artists in Provence, France remains a sanctuary for celebrities and royalty alike.

Ever wonder why the rich and famous choose the South of France, not just as a vacation spot but as a place to live, create, and hide out? Whether it’s the ritzy Riviera or the quiet charm of Provence, something about France draws the world’s elite.

The Rich and Famous in France: From Royalty to Modern-Day Megastars

Long before Instagram or private jets, the French Riviera sparkled with something even more irresistible—style, sunshine, and stories. In the 1920s and ’30s, a little-known stretch of the Mediterranean coast became the playground of the world’s cultural elite. Antibes was home to celebrities such as F. Scott and Zelda Fitzgerald, who settled there. Pablo Picasso lived and painted in Juan-les-Pins. Coco Chanel embraced the charm of Cannes. British writer W. Somerset Maugham purchased Villa La Mauresque in Saint-Jean-Cap-Ferrat, where he entertained the literary and political elite, from Winston Churchill to Ian Fleming.

After World War II, the region became synonymous with Hollywood. Stars like Ava Gardner and Sophia Loren flocked to the coast. But it was Grace Kelly—the American actress who became Princess of Monaco—who truly brought attention to the Côte d’Azur. Her marriage to Prince Rainier III of Monaco in 1956 made the principality a global symbol of wealth and sophistication.

Soon after, Cannes cemented its place in the film industry with the iconic Cannes Film Festival. Brigitte Bardot transformed Saint-Tropez from a quiet fishing village into the epicenter of chic. Meanwhile, Elizabeth Taylor and Richard Burton were rumored to vacation—and argue—at posh villas across the Riviera. The late Tina Turner was one of the “rock” stars who fell in love with the south of France. She owned a villa overlooking Villefranche-sur-Mer that she referred to as “soul-healing.”.

A Legacy of Aristocracy: The European Elite in France

Perhaps much of the Riviera’s appeal to the rich and famous is that the south of France has always been the playground of Europe’s aristocracy. The legacy of these families—many of whom still own vast estates and vineyards across the country—helped shape the area’s architecture and atmosphere.

Among the most influential were the Rothschilds—a powerful banking family of European Jewish origin whose wealth and influence spanned the 19th and 20th centuries. In France, various members of the Rothschild family owned opulent homes and wine estates, including the prestigious Château Lafite Rothschild and Château Mouton Rothschild, both located in Bordeaux. Baroness Béatrice de Rothschild famously built the Villa Ephrussi de Rothschild on Cap Ferrat, an extraordinary pink palace with grand gardens overlooking the sea. Today, it is open to the public and showcases the kind of elegance and excess that characterized the early 20th-century aristocracy.

While today’s aristocrats may be more discreet, their influence remains. Many descendants of these historic families still reside part-time in France, maintaining family châteaux, vineyards, or grand estates that have been passed down for generations. Others have shifted into private finance, art collection, or philanthropy—but they remain quietly woven into the region’s cultural and social fabric. In some places, the presence of old money is so understated it’s practically invisible—revealed only in a centuries-old family crest carved into a stone wall or an annual gathering at a private chapel tucked in a vineyard.

Provence: The Quiet Darling of the Rich and Creative

Provence is a secret hideout for artists, authors, and those craving a slower pace. Peter Mayle’s bestselling memoir A Year in Provence sparked a wave of admiration in the ’80s and ’90s. But long before that, the region captured the hearts of greats like Van Gogh and Cézanne.

The Luberon: A Haven for the Discreet

If Provence offers quiet elegance, the Luberon region of Vaucluse offers even more seclusion. In the hills of the Luberon, towns like Gordes, Bonnieux, Lourmarin, and Eygalières are home to those who prefer the countryside to the coast. Stars like John Malkovich have been rumored to have homes here. What makes the Luberon so attractive to celebrities is its beauty and ability to offer true privacy — ancient stone villages, winding streets, and the kind of solitude that isn’t possible in more crowded areas. While famous people may choose to live here, they do so in a way that blends seamlessly with the environment—nothing flashy.

Where to Wander: Glamorous Towns and Regions to Explore

If you are curious about these places and the quiet glamour that attracts the rich and famous, here are a few towns and regions you might want to visit.

Antibes: Antibes attracts the wealthy for its combination of luxury, historical charm, and proximity to exclusive yacht harbors and beaches.

Saint-Tropez: Renowned for its glamorous reputation, Saint-Tropez attracts the rich and famous with its upscale shopping, private beaches, and vibrant nightlife.

Gordes: Gordes is favored by those seeking privacy and stunning views of the Luberon.

Lourmarin: Lourmarin, known for its market and vineyards, is popular with individuals seeking a peaceful and artistic village.

Bonnieux: Bonnieux attracts those seeking a quiet escape, historic charm, and seclusion in the Luberon region.

Where to Stay Like Royalty: Grand Hotels of the Riviera

Few places capture the spirit of the French Riviera’s golden age like its legendary hotels, where royalty, writers, and screen legends have come to play.

Hôtel du Cap-Eden-Roc, Antibes. The ultimate hideaway for the international elite since 1870. Once a writer’s retreat, it rose to fame in the mid-20th century as the preferred escape for Hollywood royalty. Elizabeth Taylor, Marc Chagall, and the Kennedys all spent time here.

Grand-Hôtel du Cap-Ferrat, Saint-Jean-Cap-Ferrat Peninsula, between Nice and Monaco. Now a Four Seasons Hotel, the Grand-Hôtel opened in 1908 and has hosted everyone from Winston Churchill to Charlie Chaplin. The hotel’s crowning feature is its rotunda, which was added in 1914 and designed by Gustave Eiffel.

A Touch of Class in Provence

For true Provençal luxury, these iconic hotels and estates offer the perfect blend of charm and seclusion.

Château de la Chèvre d’Or, Èze. Perched high above the sea, the château-turned-hotel blends medieval charm with five-star luxury. Dining rooms and terraces overlook the Côte d’Azur.

Bastide de Gordes. A five-star palace carved into the cliffs of Gordes, with panoramic valley views and spa-worthy indulgence. (Check re-opening)

Domaine de Manville. Once a working farm, this hotel near Les Baux-de-Provence is now a chic retreat with a golf course and vineyard setting.

Le Phébus & Spa, in Joucas (between Gordes and Roussillon): A Relais & Châteaux property, this luxurious retreat features a Michelin-starred restaurant, spa facilities, and panoramic views of the Luberon countryside. It was once a Knights Templar farmhouse.

It’s easy to see why the South of France has long enchanted the rich and famous. But beyond the star-studded villas and storied hotels, there’s something deeper that keeps calling people back: the light, the rhythm of life, the sense of beauty around every corner.

For me, sipping rosé in a hilltop village or walking the same seaside paths as movie stars and monarchs, the South of France offers a kind of magic that’s hard to resist.

(Some photos are courtesy of hotel websites)