At its first fashion show on Tuesday, Cashmere Line’s Lingua Franca didn’t send a hand statue of one sweater with a cheeky phrase (its most famous item) under the runway. Instead, the collection was inspired by the Bowery Hotel in New York, the brand signature of the show’s setting.
Model Pat Cleveland danced down the runway in a teddy-style shirring coat and hat, and to each bed nodded to the teddy bears leaving the hotel. . Many models have sweaters with a woven hotel logo.
It is the latest brands that not only match the hotel to drive the buzz, but take a more creative approach in doing so.
Fashion Brand Frame is one of the first of this latest fashion hotel matchups, citing a still-addicted partnership with Ritz Paris in 2021. Ploom and others have developed their own collections at top-class hotels, including Carlisle on New York’s Upper East Side. Hotel Ducap Edenrock is located in Antibes, France. Colony of Palm Beach, Florida. Fashion brands are obsessed with hotel-inspired products. They’re making it for a fictional property: Fans of HBO’s hit series The White Lotus can purchase a branded sweatshirt with the logo printed on Bloomingdale’s “The White Lotus Resort & Spa.” , or a caftan and swimsuit from resort wear label Camilla (in the style worn by the character Jennifer Coolidge in the series).
The stylish take on branded products is a key element of these collaborations. Think of a sweatshirt and t-shirt decorated with the iconic property logo. But so are items inspired by hotel aesthetics and visual cues. The idea is to want to wear travel-obsessed consumers to something they want to wear after checking out, or even without checking in in the first place.
“Branded products and destination products are not new,” says Auberge Resorts, who works with Marcaria designer Alexandra O’Neill to oversee holiday decorations for Mayflower in Property, Connecticut, Washington. said Mandi Meng, area director for Collection. Max Mara decks the halls of the Aspen Hotel Jerome Property. “I’ve ever had 500 tote bags from anywhere. Do I actually use them? Probably not. But I want to incorporate that concept and people actually want to wear and use it. Creating things is really special.”
The hotel brand wants White Lotus to be a real hotel chain or dreams of staying at Carlisle, but still can’t afford $1,000, guest list Beyond that, you’ll be drawn to the usual possession of a renowned reputation and built-in fanbase. Plus Nightly Rate. Plus, you can provide brands with new spaces and share collections that feel naturally matched with their products.
Minnow, for example, partners with the Auberge Resorts collection with its Après Ski collection, including base layers, knitwear, and swimsuits. It was launched at Madeline Property, Auberge in Telluride, Colorado, and has had a series of activations, including an ice skating rink and smore by the hotel’s Alpine Swim Club. According to Minnow founder Morgan Smith, the hope is to provide customers with a “non-product” experience.
“You’re the best thing in the mind because you need to be in the lives of your customers with a lot of touchpoints,” said Eric Toastonson, founder of the frame. “If not, competition is tough.”
Weave shared identity
The best hotel partnerships create unique products or formats that integrate the world of two different brands.
For example, Sporty & Rich has created sweat, caps and even pajamas for historic French luxury hotels such as Paris’ Le Bristol, Hotel Du Cap Edenrock and Carlisle. By partnering with a 10-year-old brand founded by influencer Emily Oberg, these older school hotels can make a better appeal to younger consumers, but the brand has its own ambitious You can target shoppers.
“These partnerships have placed Le Bristol in an unexpected place,” said Thomas Matt, Le Bristol’s head of marketing, branding and e-commerce. “We’re 100 years old. We know our roots so we can move on with the collaboration a little bit. We’re not afraid to shake up the old lady a little.”
Brands are also creative about how to make hotels come true through their products. In its fourth collection with Ritz Paris, released in December, Frame took a similar approach through a collection of wearable pieces that fit into the hotel’s famous heming waving bar. Considering the sweater featuring the Ritz Paris logo, some were more obviously branded, but there were also more subtle approaches, such as a pair of minimalist “Ritz” hardware and embroidered jeans. there was. Fragrance Label DS&Durga has developed a custom Carlisle scent that is also infused in hotel shower products and is brought to shops of brands nationwide.
“These are absolute luxury experiences. They deserve more thoughts than putting a logo on some chocolate,” Tostonson said.
Right to play in a new space
These partnerships also provide the fashion brand in question with the ability to expand its presence into new markets. For example, by partnering with the internationally renowned Ritz Paris, Frame has become confident in opening a pop-up at Mall of the Emirates in Dubai, giving the brand a greater exposure in the fast-growing market.
For petite plumes who have made custom pajamas for advanced family-friendly properties, such as Eden Rock in St. Barth, Colony, and San Diego’s Hotel Del Coronado, they’re an opportunity to catch customers when they’re in the “relaxed mindset.” . said Fanny Kee, the brand’s CMO.
“We’re reaching the right demographics in the right context. How many times have we slept in a really great hotel and said, “Oh, God, these sheets are great. I wish we could get them at home.” I think. What brand are they?” Kee said.
For some brands, the partnership doesn’t include any hotel branded products at all, but rather it’s a way to build alternative opportunities that will attract an audience. For example, Carlisle worked with luxury electronic tailor Mytheresa to bring a pop-up version of the famous Bemelmans bar to Aspen later this month. On-site, a selection of premium Après Ski pieces curated by Mytheresa will be available for purchase.
“When you’re sitting at the table and you have your martini, there’s this little button on the table with the words ‘Press for Fashion’ written on it, and this bar cart comes…it’s It’s the most amazing edit of a gorgeous style,” said Jackie Cox, Carlisle’s Head of Marketing and Communications.
It’s a way to keep customers engaged by increasing numbers of favorite places. Auberge’s Meng said this kind of partnership is “the future of marketing.”
“It’s become a really cohesive story and it also feels like an organic experience, in contrast to what you sponsor and pay,” she said.
