2 days ago
Luxury fashion brands open designer hotels
Luxury fashion houses are making a notable move into the hospitality sector, with a growing number launching branded hotels, resort collaborations, and exclusive spa experiences.
From Dior's summer residency at The Little Nell in Aspen to Bulgari's expanding hotel empire, the lines between fashion and hospitality continue to blur as designers seek new ways to deepen consumer engagement.
What began as seasonal pop-ups and co-branded events has evolved into full-scale hotel and resort projects. The trend is led by brands such as Versace, Dior, Missoni, and Bulgari, each offering immersive experiences that extend their aesthetic beyond clothing and accessories.
In March 2024, Palazzo Versace opened in Macau, delivering a 271-room property styled in the fashion house's opulent identity. Bulgari, which opened its first hotel in Milan in 2004, now operates nine branded hotels worldwide, with new locations in Miami Beach and the Maldives scheduled to open by 2026.
The Rome-based jeweller aims to replicate its meticulous design ethos in hospitality, describing each hotel as being "crafted like a jewel", according to Bulgari executive Silvio Ursini.
Dior's partnership with The Little Nell last summer showcased another model. The fashion house reimagined the poolside and spa areas of the Colorado property with its signature Jouy Soleil toile, Dior-branded menus, and luxury skincare treatments.
The success of this project has led Dior to open its first permanent spa in Italy, located at the refurbished Belmond Splendido in Portofino.
The movement is not limited to full hotel ventures. Several designers are contributing individual suites, spa residencies, and leisure experiences.
Diane von Furstenberg, for instance, designed a branded suite at Hotel Amigo in Brussels, featuring bold prints and personal memorabilia, reflecting both style and heritage.
Meanwhile, collaborations between fashion labels and established resorts are gaining traction.
The Verdura Resort in Sicily introduced the Missoni Resort Club, which included beachwear-styled loungers, a themed cocktail menu, and a dedicated boutique. In Florida, Vilebrequin launched a Cabana Club at the Beach Club in Boca Raton, offering bungalows featuring the swimwear brand's vibrant patterns.
Looking ahead, Louis Vuitton is set to open its first hotel on the Champs Élysées in 2026, a development that could mark a significant moment in the convergence of luxury fashion and branded accommodation.
Short-term pop-ups remain a key part of the strategy. Brands are teaming up with resorts, trains, and yachts to offer temporary but high-impact experiences.
This summer, Dior has joined with Belmond for a four-day wellness journey aboard the Royal Scotsman train through the Scottish Highlands. Balmain, Guerlain, and Valentino also have partnerships underway across the Mediterranean, including at resorts in Greece, Spain, and France.
In the US, Michael Kors has launched a Jet Set package with the Montauk Yacht Club, featuring branded travel items and bespoke spa and dining experiences.
Other fashion houses are focusing on limited edition collections and in-resort boutiques—such as CDLP's leisurewear range at Lake Como's Passalacqua, and Hublot's exclusive watch collaboration with Eden Rock in St. Barth's.
These initiatives not only drive brand visibility but offer luxury travellers curated environments that mirror the identity of their favourite labels. They also provide retailers with a long-form platform to engage consumers beyond the brief retail interaction.
As seasonal launches and permanent properties continue to emerge, the integration of luxury fashion and high-end hospitality appears to be more than a passing trend.
The expansion is reshaping the guest experience, turning hotel stays into extended encounters with brand identity and lifestyle narratives.
With further launches planned through 2026, the fashion-hotel collaboration model is set to become a key strategy in both sectors.
"Luxury fashion brands open designer hotels" was originally created and published by Hotel Management Network, a GlobalData owned brand.
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