During the past decade we’ve seen Hotels Go High Fashion (Armani, Versace, Bulgari, Missoni, etc) as luxury fashion brands and hotels ally themselves in different ways.
Designer hotels and products are bound to perform better than their conventional peers as more and more people are looking for niche and exclusive products and services. Together, they create an experience that finds resonance among luxury travelers.
With each designer comes a certain style that’s reflected in a hotel in more than one way – beyond hotel décor. We’re seeing fashion/luxury hospitality alliances accelerating, with hotel groups taking different approaches to reinforce each other’s brand image and philosophy:
– One & Only pairs with the hottest designers to create limited edition, exclusive items for their resorts (fashion designer and Creative Director of Halston, Marios Schwab, Anya Hindmarch, Matthew Williamson and our fave: Christian Louboutin espadrilles). Each reinforce the another’s stylish, chic image;
– W Hotels has its Global Fashion Director, who develops strategic initiatives and partnerships that showcase W’s point of view on fashion;
– The Dorchester Collection was the first luxury hotel group to award an annual fashion prize to a designer in a different fashion capital each year, a designer who best evokes the spirit of the Dorchester Collection’s hotels;
– The Savoy Group offers menus of shopping experiences, exclusive products and luxury goods collections to hotel guests;
– Most recently, Starwood’s St. Regis named Jason Wu as its second St. Regis Connoisseur, an alliance that will involve developing exclusive content for St. Regis’ website and yet-to-be-announced “beyond expectation fashion experiences for discerning guests.”