Fashion houses check in: Designer hotels and collaborations shaping luxury travel

From Dior spas and Dolce & Gabbana beach club takeovers to Bvlgari hotels and Armani-branded villas, fashion houses are moving far beyond the runway and into luxury travel

Lines are often blurred when it comes to fashion, and as shoppers increasingly prioritise memorable luxury experiences over material goods, we’re seeing fashion designers step into the world of luxury hotels. In a bid for greater cut-through in an increasingly competitive luxury market, hospitality and fashion brands are teaming up to create social media-ready spaces and experiences, with everything from hotel pools and spas to beach clubs being reimagined by some of the world’s best-known designers.

Recent collaborations now span everything from Riviera beach clubs to yacht collections and branded villas, reflecting how quickly the trend is evolving. It’s all about creating brand buzz through sensory experiences, says US-based luxury travel agent Jason Squatriglia. “It allows both the hotel and the (fashion) brand to sell without selling. The casualness of it all makes it all the more appealing, especially since the target demographic for luxury doesn’t want to be ‘sold’,”  Squatriglia says. “The resulting brand presence is undeniable and gives fashion houses a competitive edge over other luxury brands.”

Dior, LVMH, Missoni, Dolce & Gabbana and Armani are just a handful of the big name designers who have gone beyond the runway and stylishly glammed up sun loungers, parasols and cabanas to stunning effect. Some of the most glamorous – and still talked about – collaborations have taken place in the south of France, including the “Dioriviera” summer pop-up boutique at Nammos Cannes located within the Members’ Only Palm Beach Club in Cannes, which followed a similar partnership at Saint Tropez’s premier beach club, Shellona in 2023. 

Also on the French Riviera, The Monaco Beach Club welcomed the signature Jacquemus black, yellow and white colours at the iconic 1929 club with sunbathing pier, cafe-bar and cabanas designed by Dorothee Delaye. American label Gant, too, embarked on a foray into France by setting up a chic beach retreat and pop-up store at Chateau de Theoule recently, bringing the brand’s spring/summer campaign to life beyond the runway.

In Sicily, Dolce & Gabbana collaborated with San Domenico Palace, Taormina, A Four Seasons Hotel for an exclusive DG Resort takeover, including a pop-up store selling the designer’s latest line. The blue Mediterraneo motif outfitted the entire infinity pool on the eastern Sicilian coast highlighting the elegance of this former 14th-century monastery. And closer to home, Crown Sydney partnered with Missoni, incorporating the brand’s vibrant signature zig-zag Italian design on cabanas and parasols around Australia’s only six-star luxury hotel overlooking the harbour.

Fashion is collaborative

As more fashion houses partner up with leading luxury hotel brands, historical properties are also leveraging and benefiting from this trend. The iconic 165-year-old property Beau-Rivage Palace, which sits on the shores of Lake Geneva in Switzerland’s sports city, Lausanne, recently revealed a partnership with luxury beauty house Guerlain. 

Affixed with both an indoor and outdoor pool, multiple saunas, hammans, as well as tennis court, the collaboration continues to elevate and even modernize the historical icon to attract contemporary travellers who hold both brands in the same esteem. More than just Guerlain-outfitted decor, the brand’s exclusive cosmetics and fragrances are also on sale in the hotel to further heighten the collaboration. 

In Paris, where fashion rules the streets and competition is fierce, the Plaza Athenee offers a one-of-a-kind Dior spa experience with two specific experiences on offer at the 113 year-old property. Paris’ first ever ‘Dior Light Suite’ features LED therapy to promote wellbeing and better sleep, while the Le Soin Dior Prive experience targets travellers looking to turn back the clock.

Dior spas are also increasingly emerging as the in-house branded spa of choice among luxury hoteliers, with Dior lending its name to high-profile addresses including The Lana in Dubai, Hôtel du Cap-Eden-Roc in Antibes and Splendido in Portofino.

Fashion-branded hotels are booming, too. The Palazzo Versace was one of the world’s first fashion-led hotels, opening on the sunny shores of the Gold Coast in 2000, but since then others have followed suit. “Fashion houses opening luxury hotels is the next logical step to further strengthen the relationship with the luxury consumer,” says Squatriglia.

Italian luxury brand Bvlgari will open its 14th hotel in 2030 in Abu Dhabi, almost 20 years after its first 58-suite hotel in Milan opened. Proving fashion brands make great hoteliers, too, these luxury lodgings invite guests to live in a world of Bvlgari, with timeless furnishings, contemporary designer suites and drawcards such as Michelin-recommended dining and exclusive shopping packages luring more than just fashionistas from all corners of the globe.

It allows both the hotel and the (fashion) brand to sell without selling. The casualness of it all makes it all the more appealing, especially since the target demographic for luxury doesn’t want to be ‘sold’ 

Other fashion-led hotel experiences around the world include living in Fendi’s flagship store in Rome at Fendi Private Suites, while Four Seasons Milano regularly pays homage to its fashion history with exclusive guest experiences such as shopping Etro’s latest pieces in the hotel courtyard-cum-runway.

In Portugal, Christian Louboutin opened his first hotel on the coastal shores of Melides, converting an old fisherman’s house into an eclectic 13-room boutique. Much like the designer himself, subtle sophistication can be found across the property, with cotton slippers embroidered with Louboutin’s signature just one of the details guests can look forward to.

When it opens, Armani Beach Residences Ras Al Khaimah will introduce the world’s first Armani-branded beach villas, underscoring how fashion houses are extending their reach beyond hotels and into fully branded lifestyle destinations.

As long as travellers remain steadfast in their undying lust for experiences, the future of luxury travel is looking more fashionable than ever.

Notable fashion–hotel collaborations right now

Beyond established designer hotels, a new wave of partnerships is reshaping how fashion brands enter the travel space:

Prada café and hospitality ventures – expanding brand worlds beyond retail into lifestyle spaces

Mandarin Oriental x Sporty & Rich – a wellness-led collaboration blending fashion, lifestyle and hospitality

The Ritz-Carlton Yacht Collection x Johanna Ortiz – resortwear designed specifically for life at sea

Armani beach villas, Ras Al Khaimah – extending the brand’s design language into residential-style stays

LVMH hospitality expansion – signalling deeper investment in experiential luxury across travel