Wearing items from a beloved hotel property has suddenly become the hottest fashion flex.
I was on vacation a couple of weeks ago on Mykonos when I spotted a 30-something tourist carrying two bags. One was Dior; the other was a brown tote from the Four Seasons Astir Palace in Athens. I immediately started doing the math: the Dior tote sold for about $US3000 , or roughly as much as a two-night stay at the Four Seasons in peak season this summer.
Over the past decade, fashion influencers have cycled through various “-core” trends. Normcore was a reaction against maximalism and branded fast-fashion labels. Gorpcore drew inspiration from sporty, utilitarian clothing, bringing the great outdoors in. And who could forget last summer’s bubble-gum-pink Barbiecore?Aman, considered by many to be the most luxurious hotel company in the world, says its e-commerce business has doubled in size over the past year.
Hotels have been selling merchandise in shops on-site for years, of course. But the recent push into e-commerce was partly fuelled by the extended closures during the COVID-19 pandemic, when brands were looking for ways to connect with guests who couldn’t visit in person. Luxury loungewear company Olivia von Halle recently launched a capsule collection with the Peninsula London that includes £620 silk pyjamas inspired by the hotel’s sweeping views over Hyde Park. American fashion brand Frame teamed up with the Ritz Paris; Hailey Bieber has been spotted wearing its baseball cap.
“We created the boutique as a promise both for our guests to take unique memories away with them and for every traveller that wanted to begin dreaming about Lake Como,” de Santis says.
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