In regards to a study from Business of fashion insights and Altiant, over 30% of discerning high-net-worth individuals find themselves drawn to the captivating allure of branded hospitality travel experiences.
For them, it's not just about buying products—it's about embracing a lifestyle, a narrative woven into every thread of their home. It's a journey where luxury meets living, where every purchase becomes a piece of their personal vacations story.
As luxury brands venture beyond their traditional realms, their influence is transforming the travel experience in breathtaking ways.

Take, for example, Missoni's collaboration with the One&Only Reethi Rah in the Maldives. This fusion of high fashion and hospitality has turned everything from residences to paddle boards and parasols into vibrant canvases adorned with Missoni’s iconic ombré colorways.
Meanwhile, the Beverly Hills Hotel in Los Angeles and the One&Only Desaru Coast in Malaysia have unveiled their own Designer Collaborations with Dior. These summer partnerships have morphed their pool areas into lavish Dioriviera-themed retreats, complete with branded umbrellas, surfboards, cushions, and yoga mats.

This trend of immersive luxury is more than a shift—it's a movement, inspired by consumers' desires to live spontaneously and luxuriously.
According to Euromonitor's 2023 International Voice of the Consumer: Lifestyles Survey, over 50% of consumers expressed a wish to live in the moment without the burden of future plans. This sentiment has energized luxury brands to deepen their engagement with luxury hospitality, introducing branded cafés, gourmet pop-ups, and signature hotels into their portfolios.
Over the past two decades, icons like Versace, Armani, Fendi, and Bulgari have pioneered the concept of fashion-forward hotels, blending impeccable style with exceptional hospitality. This evolution continues as Karl Lagerfeld introduces a bold, fashion-inspired hotel in Macau, and Christian Louboutin unveils Hotel Vermelho in Portugal, a tribute to his trademark red-soled shoes.

Adding to the allure, Maison Elle has debuted in Paris and Amsterdam, encapsulating the essence of ELLE magazine within cities synonymous with style and romance. Guests can immerse themselves in a world of fashion, surrounded by framed prints of iconic magazine covers and exclusive branded merchandise in a bespoke atelier. This visionary approach underscores the enduring power of fashion brands to craft experiential, stylish extensions of their ethos, making every stay an encounter with luxury. The worlds of premium hospitality and high-end fashion and jewelry are increasingly intersecting. This trend is continually demonstrated with numerous examples of these two realms collaborating to create unique experiences and unforgettable stays.
Here’s a curated list of five destinations where you can dive into this trend—happy fashion travel!

Mandarin Oriental Bodrum

Inspired by Louis Vuitton's latest "By the Pool" fashion collection, the "LV by the Pool" pop-up store and beach project in Bodrum marked the Maison's second endeavor in the area. Open to guests throughout the summer season, it offered a stylish immersion into the brand's world.

Beverly Hills Hotel

This 100% iconic property, home of long story with Hollywood icons, engaged in a Summer Designer Collaborations with Dior to transform their pool areas into a luxurious world of Dior.

VERMELHO by Christian Louboutin

Infused with the daring spirit of Christian Louboutin, the boutique hotel in Melides is a celebration of eclectic maximalism. Each space in this intimate sanctuary echoes the enchanting overtones of Louboutin’s design ethos. Inspired by over a dozen winters in Alentejo, Louboutin has masterfully crafted a 5-star retreat that weaves Portuguese tradition with his deep passion for culture, curiosity, and warm hospitality, reflecting the very soul of the French designer.

Maison ELLE

The renowned fashion magazine brings its entire universe—French elegance, comfort, trendiness, creativity, and top fashion—to its properties in Paris and Amsterdam. Dive into an immersive experience in the photographic world of this iconic publication, from its storied past to the present.
With minimalist design and welcoming spaces, it offers a unique stay in two cities synonymous with style and romance.

ONE & ONLY Reethi Rah

When two luxury brands, experts of bespoke experiences meet... Missoni joins forces with One&Only Reethi Rah to design the resort's beach club. The result? A unique experience, with magical colors and the ultimate luxury sensations...The Missoni Resort Club within the property is absolutely amazing!