The Fashion Industry and Hospitality: a privileged relationship

2 min reading time

Published on 25/05/11 - Updated on 17/03/22

The number of collaborations between fashion houses and the hotel industry is growing proving that this is more than just an ephemeral marketing trend, but becoming a product in itself.

Hospitality-On reported the creation of a Fashion TV Hotel, but this is only one of the many collaborations between fashion houses (or fashion network) and the hotel industry. These collaborations can take two forms.A fashion house can be more implicated in the business model, as is the case for Giorgio Armani who has licensed his brand to developer EMAAR Properties. According to their Letter of Intent, EMAAR is in charge of real estate, construction and management of the chain while the Italian fashion house is responsible for “all aspects of content, design, and style, including architecture, interiors, furnishings, and amenities using especially designed items from the various Armani collections.” Rezidor recently opened its Hotel Missoni in Kuwait and Marriott is successfully marketing the Bulgari Hotel brand. Other examples of fashion-hotel collaborations include Versace, Giancranco Ferre, and Camper.Hoteliers can request a well known couturier to design an establishment, like the Maison Champs Elysée. They commissioned the House of Martin Margiela to do the interior design of their establishment, but the name of the hotel remains Maison Champs Elysée. However, the hotel’s marketing strategy is pivoted around the luxury image Martin Margiela is going to provide. The German hotel chain 25hours also has a partnership with Levi’s in which the jeans company provides a theme for one of the chain’s locations in Frankfurt.A fashion house can be more implicated in the business model, as is the case for Giorgio Armani who has licensed his brand to developer EMAAR Properties. According to their Letter of Intent, EMAAR is in charge of real estate, construction and management of the chain while the Italian fashion house is responsible for “all aspects of content, design, and style, including architecture, interiors, furnishings, and amenities using especially designed items from the various Armani collections.” Rezidor recently opened its Hotel Missoni in Kuwait and Marriott is successfully marketing the Bulgari Hotel brand. Other examples of fashion-hotel collaborations include Versace, Giancranco Ferre, and Camper.

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