Targeting high-spending jetsetters, fashion is cosying up to the hospitality industry at a fast clip. With collections exclusive to hotel chains and full designer takeovers, more luxury brands want to be front and centre in the travel sphere.
This summer was full of brand-hotel crossovers. Givenchy infiltrated the Topping Rose House in the Hamptons; the Fendi Beach Club popped up at Puente Romano Beach Resort in Marbella; Dioriviera descended on Los Angeles, an Instagram-ready preview of their resortwear collection exclusively available at The Beverly Hills Hotel. Venice Beach brand Sunchasers launched a summery collection with W Hotels — a “near perfect brand alignment”, says W’s global brand director Carly Van Sickle.
“Fashion is a major vehicle for discovery of new, local cultures,” she explains. “Luxury consumers are constantly looking for new and innovative ways to engage with their favourite brands, while brands are looking for new ways to reach their customers through a more immersive environment.”Vogue Business