The film tells the true story of Gigi Rizzi, Beppe Piroddi, and Franco Rapetti, three Italian playboys who in the 1960s became the undisputed protagonists of the Bella Vita on the French Riviera, the destination of choice for billionaires and celebrities. In 1968, while revolutions were shaking the world, they set the beaches of Saint-Tropez on fire with their charm and desire to become the number one icons of unbridled pleasure. Photos of Gigi Rizzi with Brigitte Bardot became famous, making him the most desired man on the planet. However, the film also explores their downfall, marking the end of their dreams and the changing times, with the three protagonists destined to remain forever a symbol of the French Riviera.