As retail footfall declines, big-name fashion houses are turning their attention to fashion-conscious jetsetters, so don’t be surprised to see designer brands from Balmain to Dior fly off the runway and onto the beaches and mountains of some of the world’s most glamorous vacation spots.
The reason for this is obvious: hospitality partnerships open up new opportunities for awareness and brand loyalty and create a unique way to connect with the affluent clientele. But for brand-conscious travelers, they also offer a key differentiator from 5-star hotels.
Below are 7 new fashion collaborations currently happening in hotels, resorts and clubs to look out for on your next trip.
One&Only Aesthesis x Balmain
Courtesy of One&Only Aesthesis
The Greek capital is currently experiencing a renaissance with a number of chic hotel and restaurant openings, including the new One&Only Aesthesis, which will open in late 2023. The 127-room coastal oasis is located in Glyfada, just 30 minutes from Athens, on a 21-hectare protected beach and forest reserve. This summer, the Athens Riviera resort is making waves with a high-profile partnership with Parisian fashion house Balmain. The brand’s creative director Olivier Rousteing unveiled the redesigned pool and beach area, with towels, sunbeds and umbrellas wrapped in the brand’s sleek black and white labyrinth logo, including a sleek pool with floor tiles in the brand’s logo. To commemorate the collaboration, guests can purchase a special edition BalmainxOne&Only 1945 Cabas handbag with signature gold hardware, sold exclusively at the resort’s NEO boutique for approximately $2,840.
Prices from $1,850 per night.
The Little Nell x Dior
Courtesy of Little Nell
While most fashion houses set up shop on sandy beaches, Dior heads to the Rocky Mountains for a wellness experience in an alpine setting. The Little Nell, a five-star resort at the base of Aspen Mountain, is collaborating with the legendary fashion house to celebrate the resort’s 35th anniversary with the launch of Dioriviera. The collaboration includes a full spa stay, a pool takeover in Dior’s signature aquamarine Toile de Jouy Soleil print and a floral installation to mark the designer’s alpine debut and his first full spa stay in the United States. After a day in the mountains, guests can unwind with one of nine exclusive spa treatments for the face and body, including The Midnight Treatment, a 90-minute facial with LED therapy to enhance the nighttime effects of sleep. Or opt for Kobi-Dior’s anti-aging facial, inspired by non-invasive Japanese massage techniques. Diorivera at The Little Nell runs until September 2nd.
Prices from $1,299 per night.
Gurney’s Montauk Resort & Seawater Spa x Dolce & Gabbana
Courtesy of Gurney’s Montauk
The Italian fashion brand is moving west for its first beach takeover in the U.S. Gurney’s Montauk in the East End is getting a Dolce & Gabbana makeover with a custom Dolce Beach Club featuring cabanas, lounge chairs and umbrellas in the brand’s signature blue and white majolica print. In the mood for a cocktail? Beachside drinks and a themed culinary menu are available on the Dolce Deck, which is adorned with azure and white umbrellas and tablescapes overlooking Montauk’s scenic shoreline. A pop-up shop featuring a limited-edition collection of ready-to-wear, beach essentials and accessories is also open for guests who wish to purchase the collection on display through September 8.
Rates start at $895 per night.
Hotel Du Cap-Eden Roc x Lacoste
Courtesy of Hotel Du Cap-Eden Roc
With five clay tennis courts and a setting as iconic as the French Riviera, a partnership between Hotel Du Cap-Eden Roc and French brand Lacoste seems like a natural fit. The luxury Antibes resort has teamed up with the lifestyle heritage brand synonymous with tennis to launch a limited-edition co-branded capsule collection – the brand’s first foray into hotel partnership. The first collaboration will ensure players look dapper on and off the court with a range of co-branded sportswear and accessories for men and women in the signature green hue with touches of white and blue. In addition to chic clothing, the co-branded tennis courts feature tennis balls, towels, umbrellas and other equipment branded with the signature crocodile logo. For those looking to look stylish at home, the collection is available exclusively at the resort’s boutique.
Prices start at approximately $1,856 per Night.
Verdura Resort x The Missoni Club
Courtesy of Verdura Resort
Missoni, the Italian knitwear brand known for its colorful patterns and summer-popular resort wear, is bringing “La Dolce Vita” to the southern coast of Sicily. The Missoni Resort Club will open at the Verdura Resort, with a bespoke beach club decorated in vibrant blues and greens that blend seamlessly with the surrounding Italian coastline. Sun loungers and towels are decorated with the brand’s signature geometric pattern, and the pool and beach bar will offer branded cocktails, aptly named Missoni Breeze and Colore. A Missoni pop-up store will showcase select pieces from the beach club collection.
Prices from approx. $436 per night.
Hotel Amigo X Diane von Furstenberg
Courtesy of Hotel Amigo
Since its introduction in the ’70s, the ‘wrap dress’ has become synonymous with Belgian-American designer Diane von Furstenberg. Furstenberg revolutionised women’s fashion when she created a staple in women’s wardrobes. Hotel Amigo in her hometown of Brussels is paying homage to the garment, which celebrates its 50th anniversary this year, with a hotel suite dedicated to the designer. A feast for the eyes, the signature suite features Furstenberg’s unmistakable aesthetic – think zebra rugs, bold patterns and bright pops of colour. Guests who book the room are greeted with a box of handmade chocolates by Laurent Gerbaud, signed coffee table books and a signed wall by Furstenberg herself. And if you still can’t get enough of DVF, your hotel stay includes a guided tour of the DVF exhibition at the nearby Fashion & Lace Museum and a private shopping experience at the DVF boutique on Rue du Grand Cerf.
Prices start at around $2,900 per Night.
Hotel Cala di Volpe x Dolce & Gabbana
Courtesy of Hotel Cala di Volpe
The island of Sardinia has long been a celebrity haven. Some of the world’s richest people, including Jeff Bezos, Bernard Arnault and the Beckhams, were recently spotted vacationing on the Mediterranean island. Jetsetters flock to the Costa Smeralda, the island’s northeast coast, which is dotted with luxury resorts, white-sand beaches and a bustling harbor that can accommodate mega yachts. It’s obvious why Dolce & Gabbana chose the idyllic Hotel Cala di Volpe on the Gallura coast to use the bold, colorful Carretto Siciliano print—a tribute to Italy’s heritage of fatto a mano (or hand-made) craftsmanship. The designer brand transformed the hotel’s pool, the largest saltwater pool in Europe, adding plenty of eye-catchers, including custom-made beach towels, hand-painted vases and other padded accessories to brighten up the poolside experience.
Prices start at around $3,900 per Night.
