Luxury Hotels Are Fashion Retail's Latest Target – Fashionista

Fendi Beach Club at Marbella – Photo: Courtesy of Fendi

From brands like Fendi and Dior to retailers like Saks and The Webster, everyone’s setting up shop in fancy hotels this summer.

This summer, guests at a slew of high-end hotels and resorts can eschew the usual gift shop and instead browse exclusive, highly curated offerings from some of fashion’s most coveted brands and designers — without ever leaving the property. 

At the beautiful Ritz-Carlton Laguna Niguel on the coast of Orange County, for instance, guests can book personal shopping and styling appointments at the on-site Fifth Avenue Club, an unassuming suite-turned-boutique where all merchandise is curated specifically for each client.

At the beloved Beverly Hills Hotel in Los Angeles, visitors can shop a limited-edition Dioriviera capsule collection (one of many recent luxury beachwear capsules) or book a special Dior beauty treatment before lounging poolside on Dior-branded cushions, under Dior-branded umbrellas.

These special shopping experiences are certainly not limited to the west coast. This summer’s many hotel-fashion partnerships also include: a new collaborative collection between Sporty & Rich and the iconic Hotel du Cap-Eden-Roc in the French Riviera; the first-ever Fendi Beach Club at Marbella, Spain’s Puente Romano Beach Resort; a Givenchy Plage takeover at Topping Rose House in Bridgehampton; a collaboration between Simkhai and Montage Hotels; and an expanded partnership between Rosewood Hotels & Resorts and The Webster on a series of retail pop-ups and activations. (The Webster opened a permanent store at Rosewood Miramar Beach in Montecito, Calif. back in 2020.) Meanwhile, LVMH has been attempting to expand its own hotel concept, Cheval Blanc.

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