Luxury fashion houses have been making a play for passport real estate, with branded hotels, wellness retreats and beauty services poised and ready for the million-miler, and limited-edition leisurewear lines all part of the room service. And with the elite traveller shaping fashion’s foray onto the hospitality scene, fashion houses are trading exclusivity for experience, recasting their brands as leisure destinations and offering the jet set a glimpse into a world of sartorial prestige and heritage by way of hospitality.
In 2025, the travel sophisticate wants more than just a room with a view — they relish in signature experiences and a tailored menu of services. See: Olivier Rousteing’s Balmain outfit of the pool club at One&Only Aesthesis and Fendi’s exclusive Beach Club pop-up at the Puente Romano Beach Resort in Marbella. Joining the high-end hospitality roster is LVMH’s travelling Dior Spa — from occupying two carriages on Belmond’s luxury time machine, the Eastern & Oriental Express, to crafting an exclusive list of beauty treatments for The Little Nell’s five-star clientele in Aspen. And with this, fashion brands are elevating the guest experience by introducing prospective brand loyalists to exclusive pop-ups and haute hotel design.
Photograph courtesy of the brand.
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On the luxury hotel frontier, Louis Vuitton’s first branded hotel is poised to make its debut on the Champs-Élysées in 2026, cast in opulence and in the shape of one of its iconic travel cases. Fila House is also slated to open in Shanghai as a premiere wellness destination and hotel, where the sporty and elite can mingle in leisure and luxury.
Brand and hotel merchandise collaborations have also continued on a high. Purveyor of luxury leisurewear Sporty & Rich teamed up with the French heritage hotels Hotel du Cap-Eden-Roc in Antibes and Le Bristol Paris to deliver high-end hotel merch, Auberge Resorts partnered with Max Mara to craft a holiday wardrobe for Hotel Jerome, and Frame collaborated on a capsule collection for the Ritz Paris. On the Australian scene, Bond Street designed an exclusive printed silk pyjama set for Halcyon House, Matteau captured Raes coastal cool aesthetic with a six-piece resort collection, and Brisbane’s The Calile Hotel brought in Venroy to craft its luxurious linen hotel robes.
Drawing in a new wave of cool kids and high rollers, high fashion hospitality will continue to redefine luxury travel in 2025, deepening the guest experience while elevating the five-star one.
