On Sunday, John Legend promoted his new line of rosé with a concert at the Surf Lodge in Montauk, N.Y. Once a Humbert Humbert-y dive motel, the remade hot spot is in its 12th summer as trust-fund hipster nirvana, with “sustainable fine jewelry” for sale in the lobby and cartons of Marlboro and Parliament cigarettes next to a tip jar in the restroom.
Before his set, Mr. Legend answered questions in a room overlooking Fort Pond: His secret for avoiding Hamptons traffic is taking a helicopter. No wine for him before singing, thank you. His jacket and pants in Irish Spring colors were provided by Gucci.
The performance took place against a backdrop of acrylic artwork by Brandon Boyd, the Incubus frontman, who cheered from the deck, as two dozen paddleboarders listened on the pond. Cuba Gooding Jr, the actor, fought his way to the front while Christie Brinkley and her look-alike daughter, Sailor Brinkley-Cook, also a model, watched through the screens on their phones.
Also swaying along were Molly Sims, the model and actress, and her husband Scott Stuber, a Netflix executive; Rachel Zoe, the stylist, who wore a floor-sweeping teal-green vintage Halston; Eric Ripert, the chef; Cynthia Rowley, the designer; Dylan Lauren, the candy purveyor; and Jayma Cardoso, an owner of the Surf Lodge.
At one point, Peter Brant Jr., standing on a second-floor fire escape with a beer in each hand, summoned a photographer from the throng to take his picture.
After the show, Francisco Costa, a former women’s creative director of Calvin Klein, hosted a small dinner to promote his new beauty range, Costa Brazil.