As retail foot traffic declines, renowned fashion houses are aiming their attention at fashion-savvy jet-setters. So don’t be surprised to find that designer brands from Balmain to Dior have flown the runway to the beaches and mountains of some of the world’s most glamorous resorts. It’s obvious why: Hospitality partnerships open new avenues for exposure and brand loyalty, creating a unique way to engage with the affluent customers.
But for brand-sensitive travelers, it also offers a key differentiator between 5-star hideaways. Below are 7 new fashion collaborations happening right now at hotels, resorts and clubs to look out for on your next trip. One&Only Aesthesis x Balmain Greece’s capital city is undergoing a renaissance with a slew of chic hotel and restaurant openings, including the new One&Only Aesthesis which opened in late 2023.
The 127-room coastal oasis is located in Glyfada, just 30 minutes from Athens, on a 21-hectare protected beach and forest reserve. This summer, the Athen’s Riviera resort is making a splash with a high-profile partnership alongside Parisian fashion house, Balmain . The brand’s creative director, Olivier Rousteing, unveiled the newly reimagined pool and beach area with towels, sunbeds, and umbrellas wrapped in the brand’s elegant black and white labyrinth logo, including a sleek pool with floor tiles in the brand’s logo.
To commemorate the collaboration, guests can purchase a special-edition BalmainxOne&Only 1945 Cabas handbag.