Luxury hotels are collaborating with fashion designers on clothing ranges from one off limited editions to ongoing capsule collections or even creating their own brands.
Exclusive hotel brand Aman has launched a fashion collection inspired by its philosophy of creating sanctuaries in stunning locations and connecting guests to the spirit of a place.
The Essentials by Aman, designed and made in Italy, comprises of active, swim, lounge, resort and knit wear plus accessories for men and women. The clean lines and subtle prints (the embodiment of stealth wealth/quiet luxury) are inspired by Aman destinations while the colour palette is also drawn from Aman’s locations. Think warm terracotta for Amanjena, Marrakech; sea blue and deep green for the azure seas and olive groves of Amanzoe, Greece; and warm yellow for the desert landscapes of Amangiri, USA.
“Creating The Essentials has allowed us to work with some exceptional artisans to select the very best materials,” says Kristina Romanova, director fo product development at Aman. “We hope our guests will see the expression of the Aman brand in each and every piece.”
The collection is exclusively available at Aman boutiques with the range slated to expand with the addition of leather accessories and fine jewellery this autumn.
Eden Rock-St Barths
One of the world’s coolest clothing brands has collaborated with one of the most iconic hotels in Virgil Abloh’s Off-White x Eden Rock-St Barths. “Off-White are huge fans of the island and there was a mutual desire to introduce a unique collection for those staying at Eden Rock – St Barths,” says a spokesperson for the hotel.
The capsule collection features nine products for men and women and only 30 pieces are made of each. The island’s beach atmosphere is the inspiration for the range with fabrics such as raffia and linen and a colour palette of beige and blues. The label is only available at the Eden Being boutique at Eden Rock.
“Fashion is a fundamental part of W Hotels’ DNA,” says Jacob de Boer Dorrego, director of brand management for W Hotels. “Whenever possible, our hotels continue to support local designers and also sustainable practices.”
Currently W Suzhou is partnering with fashion label Juma on a capsule collection of jumpsuits and separates which uses fabrics made from the hotel’s recycled water bottles and is available for sale at the hotel’s store. And W Maldives is collaborating with Hong Kong menswear label Mazu Resortwear to create two exclusive swim shorts with each pair made out of 12 salvaged plastic bottles.
The exclusive Positano hotel has its own eponymous clothing line, rebranding as Emporio Sirenuse this year, designed by Carla Sersale (who runs Le Sirenuse with her husband) and her niece Viola Parrocchetti. The idea behind the resort brand is to pay homage to the artists and writers who’ve been drawn to the Amalfi Coast since the 19th century. As Viola says, “There’s more depth to the setting than the Vespa and a basket of lemons”. Instead classical cultures and romantic visions are depicted in the prints and embroideries of the sophisticated men’s and women’s wear.
Three collections – resort, spring/summer and high summer – are designed a year and is sold in the boutique at Le Sirenuse Hotel as well as online and at high end retailers worldwide.
One & Only
One & Only Heritage by Jay Ahr is a limited edition collection of bespoke, vintage Louis Vuitton travel bags. Jay Ahr designer Jonathan Riss mastered the art of embroidery in Mumbai and specialises in customising pre owned, exclusive designer bags. His approach of incorporating local inspiration in the designs seems a perfect fit for a hotel company with worldwide locations.
Riss embroiders each LV Keepall duffle bag with motifs inspired by the particular location and culture of each of the group’s ten resorts. Just two bags are designed for each hotel and as such they are only available for purchase from One & Only.
Orlebar Brown, known for its tailored swim shorts, is no stranger to collaborations most recently for the Mandarin Oriental. The London label has designed versions of its mid length Bulldog style for the MO featuring striking photography of the Mandarin Orientals outdoor, coastal pool sides in Dubai, Miami, Canouan, Bodrum, Sanya and Lake Como. An additional style features the hotel group’s famous Fan logo in a geometric jacquard design and is available from the Mandarin Oriental Bangkok.
Cheval Blanc Randheli
Deluxe resort wear designer Nadine Arton has an on-going collaboration with Cheval Blanc Randheli in the Maldives.
The designer specialises in glamorous kaftans and floaty dresses which are perfect for wafting around the exclusive LVMH owned island resort. Arton creates exclusive pieces for the hotel three to four times a year which are available at the resort’s chic Concept Store. The boutique also carries LVMH labels such as Fendi sunglasses and Hublot watches.