Latest news with #OrlebarBrown
Times
30-05-2025
- Business
- Times
Luxury men's swim shorts to shop for 2025
Whether you're team tight trunks, into baggy surfer-style silhouettes or in the market for a carefully constructed pair so tailored they barely look like swimmers at all, there's a pair of designer swim shorts out there for every kind of man. Keep scrolling for our curated list of trusted luxury men's swim shorts to shop now. • This article contains affiliate links that can earn us revenue Sponsored Adam Brown was at a friend's birthday party and was turned away from the restaurant due to having ill-fitting, wet swimming trunks. He conceived Orlebar Brown at that moment and made it his mission to create a polished short that you could also swim in, so no other man would commit the same fashion faux pas. The Chanel-owned brand's classic shorts are still their best seller after almost 20 years. They are inspired by the pattern of a traditional men's trouser, made from recycled plastic and guaranteed for five years. Founded in 2007 by Marco Baldassari and Paolo Zuntini, Eleventy is an Italian 'smart luxury' brand aiming to define modern luxury as a piece that does not shout but is simply noticed. Born in Milan, the collection of timeless tailoring and louche knits feel summery without being overtly resortwear. All its men's swim shorts are available in a colour palette of blues, creams and subtle, sophisticated prints. Inspired by baggier silhouettes spotted on surfers in California, Fred Prysquel, a Formula 1 reporter, and his wife, Yvette, a fashion designer and expert pattern cutter, shook up the 1970s French Riviera with their first Moorea trunks — which differed hugely from the skimpy and fitted, Speedo shorts of the time. Still rooted to St Tropez but now with over 150 stores globally, the brand's playful, tongue and cheek prints and extensive collections have made it a stalwart name when it comes to men's swimwear. Known for its considered cuts and exceptional fabrics, Zegna's swimwear offering is one of the smartest on the market. While the Italian luxury brand offers traditional drawstring shorts crafted from airy seersucker fabrics, other beachwear from the brand leans to a more classically tailored approach with structured silhouettes, adjustable side fasteners and earth-toned colour palettes. Not all luxury cashmere brands also offer beautiful beachwear, but the Italian house Brunello Cucinelli is proudly providing both. Its modus operandi, as always, is casual yet chic — items that exude smartness and sophistication in an understated fashion. Expect nautical-inspired colourways, classic cuts and wearable silhouettes with in-built mesh to keep you comfortable, whether swimming or simply holidaying. Another heritage Italian brand putting craftsmanship front and centre is Fedeli. With its roots in fine tailoring and a commitment to sustainability, for the past five years the label has been developing a swimwear collection using recycled polyesters that only takes about 90 seconds to dry. Being more sustainable hasn't meant scrimping on functional design, though — each piece features comfortable, adjustable drawstring waists. Rooted in the spirit of Rio de Janeiro, and the easy-going lifestyle and artistic flair of the Carioca that reside there, and inspired by the traditional Brazilian beach sport of frescobol, this luxury swim short brand offers relaxed fits and functional details. All the vibrant prints and designs are bespoke to Frescobol Carioca and each piece is made using a resin to protect the product from seawater and sand damage. Prepare to be transported back to schoolboy days by Thom Browne's summer collection. There's preppy polos, polished sports ties, boat shoes and rugby jerseys all finished with the brand's signature four stripes. Staying true to its commitment to be a modern uniform, Thom Browne's swimwear collection is carefully curated, which should make it far easier to choose — opt for a pyjama-like pinstripe short-short or just above the knee board style.
Emirates Woman
15-05-2025
- Business
- Emirates Woman
Orlebar Brown's founder on building a brand around sun and style
Founded on the idea of a single tailored swim short, Orlebar Brown has evolved into a globally recognised lifestyle brand synonymous with jet-set sophistication and effortless resortwear. In this exclusive interview, Emirates Man speaks to founder Adam Brown about the creative spark that launched the label, the role of travel and music in shaping its bold aesthetic, and how — nearly two decades in — he continues to keep the spirit of the brand fresh, fun, and deeply rooted in the pursuit of sunshine. Adam Brown, founder of Orlebar Brown Orlebar Brown has become the go-to label for vacation worldwide. Was it the decision from the outset to focus on high-end swim shorts – can you give an insight to what drove this decision? It wasn't that I thought I had a great business idea, I was at a point in my life where I wanted something to do and I hadn't found the career, job, direction that was something I was going to follow for the rest of my life. I had an idea of a pair of shorts rather than a business, the tailored swim short. It was just a starting point. What I didn't know at the time was that a whole lifestyle brand around sunshine, travel and happiness could come from that one pair of shorts. I didn't understand the breadth and opportunity that pair of shorts had at the time. It was one product that I liked, which I wanted to wear and thought I could sell. The strategy started to take shape in years 2/3, when we could see the customers liking the product and we started thinking about what could be next. How could the initial idea of a tailored swim short grow into something bigger, that's when the strategy started to shape. Orlebar Brown is rooted in a fun holiday aesthetic. Where do you source inspiration and how do you choose iconic prints? Travel is the best way to find inspiration. Going to new places, seeing new things, exploring the markets, malls and shops are my greatest source of new ideas. We work with a number of archives and print houses, always looking for ones that grab our attention and then it might take us many seasons to make use of it. One of our signatures is finding gorgeous, vintage gentleman's prints from ties, cravats and scarves and re-imagining them into resortwear styles. Orlebar Brown is very bright, bold and fun. Is there any music that you love that lends itself to the aesthetic of the brand? My music tastes are always changing, and I find myself falling in love with new music when I travel to new places. I do love good musical theatre and am attracted to songs that are eclectic, emotional and uplifting. I am enjoying listening to the Californian daytime disco group Poolside. What are your favourite pieces from the latest collection? Navy Bulldog, Bulldog Drawstring, the brown linen shirt with three buttons, navy pleated linen shirt. 15 years in, how do you keep the brand fresh and relevant? As my role evolves at Orlebar Brown, as the team gets bigger, as we become more international, the constant challenge is how we maximise the opportunity for all the work that has been done over the last 18 years. We keep it fresh by constantly challenging ourselves and being our harshest critics by questioning whether we are doing the best we can, whether that's around product, events, in-store, customer service, or whatever it may be. Part of our culture/DNA is having that inquisitive nature to be our most sensitive but most aware critics. What's the creative strategy for the brand – are there any new category expansions or collaborations on the horizon? We are at an interesting point in our life. We are 18 years old, just like any teenager who feels they are reaching adulthood, there are many directions your life could take. For Orlebar Brown, there are obvious ones around product development, we are just starting accessories. We are well established with swimwear, tees, polos, shorts and trousers. So now we have our first bag coming out and shoes, our leather slides had great success. I think they are a big first step into far bigger and more exciting product development in the future. On a geography level, the challenges must be around being international, as our footprint becomes more established, we are constantly thinking of how we can attract new customers and find new friends around the world. You seem to see the fun in fashion. How important is it to keep the spirit of the brand fun? That's something I constantly question myself about, something innate that comes from the product, a group of people, but specifically the product. We started with tailored swim shorts, our tailored swim shorts are worn on holidays, holidays are always that place where it's sunny, with friends, listening to music, eating delicious foods, meeting different people — they are always memorable moments that focus on happiness and enjoyment. It starts with the product and where the product is worn is reflected on that idea of sunshine, happiness and enjoyment. If it doesn't feel sunny or summer, we shouldn't be doing it. Why is the Middle East region an important market for the brand? On a personal level, the Middle East has a special place in the Orlebar Brown brand journey. I remember testing one of the very early samples here in Dubai, some of our first stockists were in Dubai and very early on we could see customers ordering from Dubai. When we look around the world and think of places that are sunshine and happiness, where else is the best place but Dubai? Everyone has worked so hard throughout the years to establish OB in the Middle East, it seems to be a very natural fit and journey for us that I hope is only just the beginning. What have been the milestones in your career so far? My life milestones and Orlebar Brown's brand milestones are indelibly connected. In those very early days, the first big milestone for me was being in a department store and feeling the product could work. When I stood in Selfridges at weekends and watched the customer interact with the product, that was a massive milestone for me personally, as well as the brand. When I started seeing repeat customers, it just gave me confidence and started to believe the brand could grow. Seeing our product in Skyfall was another huge milestone for me, seeing the effect of Orlebar Brown being featured in such a large international franchise like Bond. The sale in 2018 with Chanel is deeply personal to me and huge for the brand. It's all too intertwined, there's no way there can be some separation when you start something from your spare room, with no skill, background or knowledge. What are the lessons you learned as you scaled the brand successfully? There are so many lessons you learn when you start your own business. There are several things I can say — from learning to say no and acting differently to all the competitors around. Something about focus — the fact that we started with one pair of shorts and not a huge collection, that was a massive lesson we learnt early on. One of the reasons I think we broke through is that we had clarity around our message and product. Ultimately, one of the lessons is not keeping your customer too narrow, making sure the opportunity for the brand stays broad — for us, being international and not specific to one country already gives the brand opportunity. That adage, 'If you fail to plan, you plan to fail' — keeping the opportunity wide open and maintaining true to your values. How are you planning to spend your summer and where are you heading? I had a lovely holiday in January in Uruguay, so I'm already feeling quite spoilt. I had some time in Cape Town and was lucky enough to come back to Dubai. I live in the countryside and it's very rare in England to have such good weather, so I think for the summer months I will enjoy the weather there. I will be heading to the South of France for a week in August and potentially a few days on an island in Greece. – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram Images: Supplied
Fashion Network
21-04-2025
- Entertainment
- Fashion Network
Luxury hotels and fashion: The obsession with collaborations
It's a trend that experts are calling 'resortcore': wearing a garment or accessory embroidered with the insignia of a luxury hotel. While this is not a new trend, in recent months it has become all the rage, radically transforming classic hotel merchandising. To understand the resortcore phenomenon, we need look no further than the Beverly Hills Hotel in Los Angeles, where the hotel's Gift Shop is teaming up with collaborations of all kinds with fashion brands. The boutique is always packed, and guests who come for lunch at the Polo Lounge or to spend a night in the luxury hotel can leave with Orlebar Brown shorts and bags; ready-to-wear from The SIL, an e-commerce site of exclusive offerings by independent fashion designers; silk pyjamas and dresses made with artist Alexandra Nechita and Shhh Silk sleepwear brand; and a sneaker created with the Koio brand. In West Hollywood, the iconic Sunset Tower Hotel launched its fashion collection in December 2023. A line of vintage-style hoodies and T-shirts created in collaboration with Sporty & Rich brand. A few blocks away, Chateau Marmont sells T-shirts bearing the effigy of its chateau. Le Petit Ermitage, meanwhile, has teamed up with Italian swimwear brand Reina Olga to offer its customers a bikini model called Ginny for diving gracefully into the rooftop pool. The same trend can be seen in New York, where luxury hotels are multiplying their collaborations. On the Upper East Side, The Mark Hotel has partnered with British pioneer of poolside style, Orlebar Brown, to create exclusive pair of shorts. The star model of the collection, the classic tailored Bulldog swim shorts feature a signature illustration by Jean-Philippe Delhomme of iconic characters at The Mark. The hotel doesn't have a swimming pool, but the item is a collector's item. Another hotel to join forces with fashion is The Carlyle, a Rosewood Hotel in the Upper East Side neighborhood, which at the end of 2024 launched its first collection with designer Olivia von Halle, featuring a limited-edition pajama and eye mask cocktail collection that pays homage to the city that never sleeps. This fall, The Bowery Hotel, also in New York, will present its first collaboration with New York brand Lingua Franca, who showed at February's Fashion Week on the hotel's premises. 'Ships in the Night is a reflection of Lingua Franca's ethos: merging beauty and storytelling, sustainability and playfulness,' explained the New York-based brand. The collection's ready-to-wear pieces 'pair sophistication with irreverence' and draw directly from The Bowery Hotel's rich interiors and history, while their signature hand-embroidered cashmere features messages such as 'joy is an act of resistance' and 'art is the triumph over chaos' to remind us of the power of creativity and connection. 'Over the years, hotels have come to understand the benefits of collaborating with fashion brands. They go beyond classic hospitality and become part of a lifestyle universe. This allows them to remain culturally relevant, to make their brand shine, and to capture a younger, more engaged audience,' explained Eva Nineuil, CCO at The Madison Melle Agency, in Los Angeles. "The Millenials and Gen-Z generations are looking for aesthetics, narrative and identity through what they consume. And all hotel merchandising makes accessible a universe that generally remains out of reach. Many don't have the budget to spend a night at the Ritz or the Beverly Hills Hotel, but can afford a limited-edition cap and hoodie.' Following the general trend, other American brands are also exporting their collections to hotels and resorts around the world. In 2021, New York-based Bode, the brand founded by designer Emilie Bode, made a collaboration with the Palm Heights Hotel in the Cayman Islands. The limited-edition project took form in a series of jackets. Sporty & Rich, created by Emily Oberg, has been multiplying its collaborations with the American hotel group Rosewood over the last few years. The brand has designed collections for the Hotel du Cap Eden Roc in the south of France, and has already signed two collections for the Bristol Paris. "For me, luxury hotels are such a big part of the lifestyle aspect of the brand. Where you go on holiday, where you stay, what you bring with you, what you do whilst there, it's all relevant and part of the Sporty & Rich lifestyle," explained Oberg to me, Sporty & Rich is more than just a brand, it's a world that I've created and curated and aspire to be part of myself, and I think that's what has resonated with others too." The fast-growing ready-to-wear brand Staud, founded by designer and CEO Sarah Staudinger and boasting eight boutiques in the U.S. and a 9th in West Hollywood, recently joined forces with St. Regis Hotels & Resorts and its hotels in Mexico and Florida. Original to the operation, selected pieces are elegantly presented in-suite for guests to discover at their leisure. A first collaboration in the world of luxury hotels for the Staud brand known for its West Coast aesthetic and effortlessly chic approach, for which an exclusive resort accessories collection was created, comprising four pieces including tote bag, hat, and two bags all crafted in raffia and embossed Italian calfskin. 'The idea of travel has always been a source of inspiration for me,' said Staudinger. 'St Regis represents some of the world's most iconic destinations, and together we've designed a collection that embodies that sense of adventure, indulgence and style. This capsule collection combines the effortless, modern novelty of Staud with the legendary glamour of St Regis.' "Resortcore has been a core strategy for decades for European brands like Vilebrequin, Loro Piana, or Missoni. It is part of their lifestyle storytelling and a way to connect with their luxury audience where they are, especially during leisure or business travel," explained Aurelia Ammour, a fashion and luxury strategy consultant. "These customers are highly captive, they have the time, the mindset, and the budget to enjoy a full experience and to shop. More recent brands like Jacquemus with Four Seasons and Sporty & Rich are following the same path as it plays a key role in both their narrative and business model.' "To survive and grow, premium brands like Frame or Staud need to expand to a core luxury audience, and resort collaborations are one of the best ways to do that,' continued Ammour. 'It resonates with luxury resorts that have a strong appetite to enrich the hotel experience. These collaborations boost visibility, allow brands to engage guests daily with a brand lifestyle, and can generate additional revenue by creating emotional ties to the travel experience." Launched in 2021, the first Frame x Ritz Paris collaboration presented a limited-edition capsule collection of apparel and accessories featuring items like cashmere sweaters, signature denim, a gym bag, water bottle, and cashmere blanket. 'A collection designed to evoke the luxury and comfort of staying at The Ritz Paris," explained the brand at the time. As a sign of the popularity of these special collaborations, the Frame brand launched a pop-up store last December. The special event was dedicated to its collaboration with the Ritz Paris at Galeries Lafayette Paris, followed by another pop-up in Dubai at the Mall of the Emirates. Four years after its launch, the brand presented a fourth drop focusing on heritage style and high society codes, emphasizing the balance between sport and leisure. In addition to traditional cashmere cardigans, the collection now includes bombers, blazers, wide-leg pants, sweaters, pyjama sets and swimwear. "Pop-ups and experiential stores in resorts, offer potential for sustainable revenue," concluded Ammour. "They also act as effective distribution channels, especially for brands as it is part of their narrative. My main concern with what started as a differentiated and effective strategy for marketing and distribution is the risk of saturation. When it becomes repetitive or starts to feel like a cash grab, it loses impact. Less is always more. Brands still need to create strong products, emotional experiences, and narratives to make a real difference."
Fashion Network
21-04-2025
- Entertainment
- Fashion Network
Luxury hotels and fashion: The obsession with collaborations
It's a trend that experts are calling 'resortcore': wearing a garment or accessory embroidered with the insignia of a luxury hotel. While this is not a new trend, in recent months it has become all the rage, radically transforming classic hotel merchandising. To understand the resortcore phenomenon, we need look no further than the Beverly Hills Hotel in Los Angeles, where the hotel's Gift Shop is teaming up with collaborations of all kinds with fashion brands. The boutique is always packed, and guests who come for lunch at the Polo Lounge or to spend a night in the luxury hotel can leave with Orlebar Brown shorts and bags; ready-to-wear from The SIL, an e-commerce site of exclusive offerings by independent fashion designers; silk pyjamas and dresses made with artist Alexandra Nechita and Shhh Silk sleepwear brand; and a sneaker created with the Koio brand. In West Hollywood, the iconic Sunset Tower Hotel launched its fashion collection in December 2023. A line of vintage-style hoodies and T-shirts created in collaboration with Sporty & Rich brand. A few blocks away, Chateau Marmont sells T-shirts bearing the effigy of its chateau. Le Petit Ermitage, meanwhile, has teamed up with Italian swimwear brand Reina Olga to offer its customers a bikini model called Ginny for diving gracefully into the rooftop pool. The same trend can be seen in New York, where luxury hotels are multiplying their collaborations. On the Upper East Side, The Mark Hotel has partnered with British pioneer of poolside style, Orlebar Brown, to create exclusive pair of shorts. The star model of the collection, the classic tailored Bulldog swim shorts feature a signature illustration by Jean-Philippe Delhomme of iconic characters at The Mark. The hotel doesn't have a swimming pool, but the item is a collector's item. Another hotel to join forces with fashion is The Carlyle, a Rosewood Hotel in the Upper East Side neighborhood, which at the end of 2024 launched its first collection with designer Olivia von Halle, featuring a limited-edition pajama and eye mask cocktail collection that pays homage to the city that never sleeps. This fall, The Bowery Hotel, also in New York, will present its first collaboration with New York brand Lingua Franca, who showed at February's Fashion Week on the hotel's premises. 'Ships in the Night is a reflection of Lingua Franca's ethos: merging beauty and storytelling, sustainability and playfulness,' explained the New York-based brand. The collection's ready-to-wear pieces 'pair sophistication with irreverence' and draw directly from The Bowery Hotel's rich interiors and history, while their signature hand-embroidered cashmere features messages such as 'joy is an act of resistance' and 'art is the triumph over chaos' to remind us of the power of creativity and connection. 'Over the years, hotels have come to understand the benefits of collaborating with fashion brands. They go beyond classic hospitality and become part of a lifestyle universe. This allows them to remain culturally relevant, to make their brand shine, and to capture a younger, more engaged audience,' explained Eva Nineuil, CCO at The Madison Melle Agency, in Los Angeles. "The Millenials and Gen-Z generations are looking for aesthetics, narrative and identity through what they consume. And all hotel merchandising makes accessible a universe that generally remains out of reach. Many don't have the budget to spend a night at the Ritz or the Beverly Hills Hotel, but can afford a limited-edition cap and hoodie.' Following the general trend, other American brands are also exporting their collections to hotels and resorts around the world. In 2021, New York-based Bode, the brand founded by designer Emilie Bode, made a collaboration with the Palm Heights Hotel in the Cayman Islands. The limited-edition project took form in a series of jackets. Sporty & Rich, created by Emily Oberg, has been multiplying its collaborations with the American hotel group Rosewood over the last few years. The brand has designed collections for the Hotel du Cap Eden Roc in the south of France, and has already signed two collections for the Bristol Paris. "For me, luxury hotels are such a big part of the lifestyle aspect of the brand. Where you go on holiday, where you stay, what you bring with you, what you do whilst there, it's all relevant and part of the Sporty & Rich lifestyle," explained Oberg to me, Sporty & Rich is more than just a brand, it's a world that I've created and curated and aspire to be part of myself, and I think that's what has resonated with others too." The fast-growing ready-to-wear brand Staud, founded by designer and CEO Sarah Staudinger and boasting eight boutiques in the U.S. and a 9th in West Hollywood, recently joined forces with St. Regis Hotels & Resorts and its hotels in Mexico and Florida. Original to the operation, selected pieces are elegantly presented in-suite for guests to discover at their leisure. A first collaboration in the world of luxury hotels for the Staud brand known for its West Coast aesthetic and effortlessly chic approach, for which an exclusive resort accessories collection was created, comprising four pieces including tote bag, hat, and two bags all crafted in raffia and embossed Italian calfskin. 'The idea of travel has always been a source of inspiration for me,' said Staudinger. 'St Regis represents some of the world's most iconic destinations, and together we've designed a collection that embodies that sense of adventure, indulgence and style. This capsule collection combines the effortless, modern novelty of Staud with the legendary glamour of St Regis.' "Resortcore has been a core strategy for decades for European brands like Vilebrequin, Loro Piana, or Missoni. It is part of their lifestyle storytelling and a way to connect with their luxury audience where they are, especially during leisure or business travel," explained Aurelia Ammour, a fashion and luxury strategy consultant. "These customers are highly captive, they have the time, the mindset, and the budget to enjoy a full experience and to shop. More recent brands like Jacquemus with Four Seasons and Sporty & Rich are following the same path as it plays a key role in both their narrative and business model.' "To survive and grow, premium brands like Frame or Staud need to expand to a core luxury audience, and resort collaborations are one of the best ways to do that,' continued Ammour. 'It resonates with luxury resorts that have a strong appetite to enrich the hotel experience. These collaborations boost visibility, allow brands to engage guests daily with a brand lifestyle, and can generate additional revenue by creating emotional ties to the travel experience." Launched in 2021, the first Frame x Ritz Paris collaboration presented a limited-edition capsule collection of apparel and accessories featuring items like cashmere sweaters, signature denim, a gym bag, water bottle, and cashmere blanket. 'A collection designed to evoke the luxury and comfort of staying at The Ritz Paris," explained the brand at the time. As a sign of the popularity of these special collaborations, the Frame brand launched a pop-up store last December. The special event was dedicated to its collaboration with the Ritz Paris at Galeries Lafayette Paris, followed by another pop-up in Dubai at the Mall of the Emirates. Four years after its launch, the brand presented a fourth drop focusing on heritage style and high society codes, emphasizing the balance between sport and leisure. In addition to traditional cashmere cardigans, the collection now includes bombers, blazers, wide-leg pants, sweaters, pyjama sets and swimwear. "Pop-ups and experiential stores in resorts, offer potential for sustainable revenue," concluded Ammour. "They also act as effective distribution channels, especially for brands as it is part of their narrative. My main concern with what started as a differentiated and effective strategy for marketing and distribution is the risk of saturation. When it becomes repetitive or starts to feel like a cash grab, it loses impact. Less is always more. Brands still need to create strong products, emotional experiences, and narratives to make a real difference."
Fashion Network
21-04-2025
- Entertainment
- Fashion Network
Luxury hotels and fashion: The obsession with collaborations
It's a trend that experts are calling 'resortcore': wearing a garment or accessory embroidered with the insignia of a luxury hotel. While this is not a new trend, in recent months it has become all the rage, radically transforming classic hotel merchandising. To understand the resortcore phenomenon, we need look no further than the Beverly Hills Hotel in Los Angeles, where the hotel's Gift Shop is teaming up with collaborations of all kinds with fashion brands. The boutique is always packed, and guests who come for lunch at the Polo Lounge or to spend a night in the luxury hotel can leave with Orlebar Brown shorts and bags; ready-to-wear from The SIL, an e-commerce site of exclusive offerings by independent fashion designers; silk pyjamas and dresses made with artist Alexandra Nechita and Shhh Silk sleepwear brand; and a sneaker created with the Koio brand. In West Hollywood, the iconic Sunset Tower Hotel launched its fashion collection in December 2023. A line of vintage-style hoodies and T-shirts created in collaboration with Sporty & Rich brand. A few blocks away, Chateau Marmont sells T-shirts bearing the effigy of its chateau. Le Petit Ermitage, meanwhile, has teamed up with Italian swimwear brand Reina Olga to offer its customers a bikini model called Ginny for diving gracefully into the rooftop pool. The same trend can be seen in New York, where luxury hotels are multiplying their collaborations. On the Upper East Side, The Mark Hotel has partnered with British pioneer of poolside style, Orlebar Brown, to create exclusive pair of shorts. The star model of the collection, the classic tailored Bulldog swim shorts feature a signature illustration by Jean-Philippe Delhomme of iconic characters at The Mark. The hotel doesn't have a swimming pool, but the item is a collector's item. Another hotel to join forces with fashion is The Carlyle, a Rosewood Hotel in the Upper East Side neighborhood, which at the end of 2024 launched its first collection with designer Olivia von Halle, featuring a limited-edition pajama and eye mask cocktail collection that pays homage to the city that never sleeps. This fall, The Bowery Hotel, also in New York, will present its first collaboration with New York brand Lingua Franca, who showed at February's Fashion Week on the hotel's premises. 'Ships in the Night is a reflection of Lingua Franca's ethos: merging beauty and storytelling, sustainability and playfulness,' explained the New York-based brand. The collection's ready-to-wear pieces 'pair sophistication with irreverence' and draw directly from The Bowery Hotel's rich interiors and history, while their signature hand-embroidered cashmere features messages such as 'joy is an act of resistance' and 'art is the triumph over chaos' to remind us of the power of creativity and connection. 'Over the years, hotels have come to understand the benefits of collaborating with fashion brands. They go beyond classic hospitality and become part of a lifestyle universe. This allows them to remain culturally relevant, to make their brand shine, and to capture a younger, more engaged audience,' explained Eva Nineuil, CCO at The Madison Melle Agency, in Los Angeles. "The Millenials and Gen-Z generations are looking for aesthetics, narrative and identity through what they consume. And all hotel merchandising makes accessible a universe that generally remains out of reach. Many don't have the budget to spend a night at the Ritz or the Beverly Hills Hotel, but can afford a limited-edition cap and hoodie.' Following the general trend, other American brands are also exporting their collections to hotels and resorts around the world. In 2021, New York-based Bode, the brand founded by designer Emilie Bode, made a collaboration with the Palm Heights Hotel in the Cayman Islands. The limited-edition project took form in a series of jackets. Sporty & Rich, created by Emily Oberg, has been multiplying its collaborations with the American hotel group Rosewood over the last few years. The brand has designed collections for the Hotel du Cap Eden Roc in the south of France, and has already signed two collections for the Bristol Paris. "For me, luxury hotels are such a big part of the lifestyle aspect of the brand. Where you go on holiday, where you stay, what you bring with you, what you do whilst there, it's all relevant and part of the Sporty & Rich lifestyle," explained Oberg to me, Sporty & Rich is more than just a brand, it's a world that I've created and curated and aspire to be part of myself, and I think that's what has resonated with others too." The fast-growing ready-to-wear brand Staud, founded by designer and CEO Sarah Staudinger and boasting eight boutiques in the U.S. and a 9th in West Hollywood, recently joined forces with St. Regis Hotels & Resorts and its hotels in Mexico and Florida. Original to the operation, selected pieces are elegantly presented in-suite for guests to discover at their leisure. A first collaboration in the world of luxury hotels for the Staud brand known for its West Coast aesthetic and effortlessly chic approach, for which an exclusive resort accessories collection was created, comprising four pieces including tote bag, hat, and two bags all crafted in raffia and embossed Italian calfskin. 'The idea of travel has always been a source of inspiration for me,' said Staudinger. 'St Regis represents some of the world's most iconic destinations, and together we've designed a collection that embodies that sense of adventure, indulgence and style. This capsule collection combines the effortless, modern novelty of Staud with the legendary glamour of St Regis.' "Resortcore has been a core strategy for decades for European brands like Vilebrequin, Loro Piana, or Missoni. It is part of their lifestyle storytelling and a way to connect with their luxury audience where they are, especially during leisure or business travel," explained Aurelia Ammour, a fashion and luxury strategy consultant. "These customers are highly captive, they have the time, the mindset, and the budget to enjoy a full experience and to shop. More recent brands like Jacquemus with Four Seasons and Sporty & Rich are following the same path as it plays a key role in both their narrative and business model.' "To survive and grow, premium brands like Frame or Staud need to expand to a core luxury audience, and resort collaborations are one of the best ways to do that,' continued Ammour. 'It resonates with luxury resorts that have a strong appetite to enrich the hotel experience. These collaborations boost visibility, allow brands to engage guests daily with a brand lifestyle, and can generate additional revenue by creating emotional ties to the travel experience." Launched in 2021, the first Frame x Ritz Paris collaboration presented a limited-edition capsule collection of apparel and accessories featuring items like cashmere sweaters, signature denim, a gym bag, water bottle, and cashmere blanket. 'A collection designed to evoke the luxury and comfort of staying at The Ritz Paris," explained the brand at the time. As a sign of the popularity of these special collaborations, the Frame brand launched a pop-up store last December. The special event was dedicated to its collaboration with the Ritz Paris at Galeries Lafayette Paris, followed by another pop-up in Dubai at the Mall of the Emirates. Four years after its launch, the brand presented a fourth drop focusing on heritage style and high society codes, emphasizing the balance between sport and leisure. In addition to traditional cashmere cardigans, the collection now includes bombers, blazers, wide-leg pants, sweaters, pyjama sets and swimwear. "Pop-ups and experiential stores in resorts, offer potential for sustainable revenue," concluded Ammour. "They also act as effective distribution channels, especially for brands as it is part of their narrative. My main concern with what started as a differentiated and effective strategy for marketing and distribution is the risk of saturation. When it becomes repetitive or starts to feel like a cash grab, it loses impact. Less is always more. Brands still need to create strong products, emotional experiences, and narratives to make a real difference."
