new season. new reasons. be sure to keep a hold of this month's latest and greatest beach picks:

these scoots weren't made for walking.
go even mini-er this summer with the re-released vespa PX150. this vintage scooter looks classic (like mastroianni would have wanted). but make no mistake, it’s peppy, new, and limited. vespa southhampton. 625 county road. 631.287.6085. www.vespausa.com

gucci goes east.
you knew it was only a matter of time before gucci came to town. (east hampton to be exact.) they've taken up shop where j.crew was last year. but expect a pair of brown and white orchid heels to stay put. 46 main street. east hampton. 631.907.9290. www.gucci.com

itsy-bitsy teeny-weeny bikinis in a book. your body may not be ready for a bikini. but your coffee table is. use the bikini book (by kelly killoren bensimon) for inspiration (and incentive). from 50’s pinups to 70’s bond, including monokinis and tankinis. read between the lines: too many martinis are not good for the bikini. available at bookhampton. a comfy cardi. strap on stripes with a navy and white cardi from lucy sykes' new line. yes, now she's designing for grown-ups (not just kids). and if her new cashmere items are as luxe as her tots collection, it's about time. available at scoop. 47-15 newtown lane. east hampton. 631.329.6800. www.lucysykes.com

a sun blocker.
still looking for sunblock? shame. opt for sunless tanning gel from hampton sun. made with wearing white jeans in mind, you’ll have a glow. and it won't be an orange one. available at h. groome. 9 main street. southhampton. 631. 204.0491. www.hamptonsuncare.com

a pair of short shorts.
or long shorts. or anything else from cynthia rowley's relocated shop. just a few doors down, but with way snazzed decor: white laquered furniture, luxe wallpaper from flavor paper, and mirrored dressing room floors. (need we make a joke here.) 79 main street. 631.324.1722. www.cynthiarowley.com