Dior, Dolce&Gabbana, Louis Vuitton, Loro Piana, Jacquemus, Fendi, Giorgio Armani, Balmain, Gucci, Missoni, Paul&Shark, Roberto Cavalli, Alberta Ferretti, Valentino, Burberry, Brunello Cucinelli, Paper London – are some of the major luxury fashion brands which have been actively pursuing collaborations with luxury hotels & resorts but in many cases not maximising the full potential. Some fashion brands have gone further and have opened pop-up cafes – Dior, Dolce&Gabbana, Jacquemus, Fendi, Armani.
Both luxury fashion brands and luxury hotels have been slow in taking initiative, in many instances, being primarily concerned about the actual revenues such a partnership would generate. In fact, there are many intangibles such as raising their profile and positioning and reaching out to a wider target audience. Such collaborations can bring about a vital novelty factor for both parties, recreating an authentic 360 degree approach to luxury lifestyle.
Beyond the decoration of a swimming pool area or beach, the opportunities are endless – branded furnishing of a lounge space (pop-up), branding a suite in the hotel for a limited time, creating a branded menu in a dining outlet, a branded cocktail or a cocktail menu, afternoon tea with a twist, ice-cream cart, gift amenities for suite guests, value vouchers for guest to be used in the store of the fashion brand. Recreating an event would produce even more results – ex. live music performance or a trunk fashion show.
Creating a capsule collection for the hotel is yet another exceptional opportunity. Ritz Paris, Le Bristol Paris and Four Seasons George V Paris are among the top luxury hotels which have engaged in partnerships with luxury fashion brands which have created co-branded capsule collections. The Dorchester in London has two permanent collaborations with a luxury shoe brand and a luxury eyewear brand. Mandarin Oriental Hotels have a long time collaboration with luxury swimwear brand Orlebar Brown.
Oliver Petcu
Dolce&Gabbana at Gurney’s Resort in Montauk (Hamptons)
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