Fashion enters its travel era

The Future. The COVID years drove fashion towards ecommerce, but a renewed push for IRL experiences has moved brands to find novel ways to make customers travel in their designs. As designers curate how to travel, where to stay, and what to eat, imagine a luxury brand introducing its own concierge service to design an entire vacation.

Room runway
Fashion brands want to influence your travel itinerary.

• They’re collabing on pieces. California brand Sporty & Rich partnered with Le Bristol Paris on a capsule, while Kenny Flowers designed a line with Hawaii’s Mauna Kea Beach Hotel.
• They’re taking over lobbies. Anya Hindmarch did a pop-up of bespoke travel accessories at Rosewood London, and jeweler Garrard designed the hotel’s lobby for Christmas last year.
• They got a room. The Milestone Hotel in London has a room called the “Hermès Suite,” while Round Hill Hotel and Villas in Jamaica was decked out by Ralph Lauren.
• They’re influencing the menu. Gucci hired Michelin-starred chef Massimo Bottura for the Gucci Osteria in LA, and Stella McCartney partnered with The Macallan whiskey brand on a pop-up restaurant.

And if you’re a true luxury adventurer, Dior launched two “Spa Cruises” on the Seine this month. Or, as we call it, “ferrying, but make it fancy.”