There is only one small Mediterranean fishing village that numbers the likes of Joan Collins, Jack Nicholson, David Bowie, Naomi Campbell, David Beckham and Elton John among its summer visitors - and it is taking steps to stay that way.
Saint-Tropez, which became famous when it stole the show from an unknown young actress called Brigitte Bardot in the 1955 film And God Created Woman has registered its name as a trademark.
"This is really not a question of trying to make money out of the name of Saint-Tropez, or even the abbreviation Saint-Trop', which we've also copyrighted," said Mr Jean-Michel Couve, the town's mayor. "It's about actively defending and controlling our public image, and making sure not just anyone goes around selling any old garbage with our name on it."
So far, the council licensing committee has signed contracts with four companies hoping to exploit the name: a champagne house; a mineral water producer; an upmarket cutlery maker; and a television company which wants to use the name for a cafe in a sitcom.
It has refused applications from dozens of different souvenir and T-shirt manufacturers, and from companies wanting to name a set of playing cards, a disposable camera and a new condom after the town. It has also fought three successful court battles, including one against the owners of a pizza business in the Vaucluse who were ordered to pay $8,100 in damages.
"I'm afraid anything at all involving the notion of disposability will not be looked upon very favourably," said Mr Couve.
Although the village first hit the headlines thanks to Ms Bardot, a string of artists were drawn to its spectacular light in the late 19th century. But the resort quickly became a victim of its own success and in 1989 Ms Bardot herself declared that she was "leaving it to the invaders".
These days, despite the packed beaches and the 12,000 cars that try to reach the village every day in high summer, the international jet-set are returning to Saint-Tropez.
"I'm told LA has too much smog, Miami too much crime and Bali is too dull," said Simone Duckstein, a local hotel owner.
