The world of luxury fashion meets hospitality for immersive brand experiences. The trend that started a few years ago is not slowing down – expect summer 2025 to be as stylish as you are.
The movement of showcasing concepts beyond clothing and accessories is not a new thing in the fashion universe. We have seen more collaborations between unusual partners than ever in the past few months (read set menus and afternoon high tea). However, with summer buzz and the opportunity to connect with their audience in a different scenario, iconic names are branching out and taking their values and visual concepts to hotels (mainly popular summer destinations). They go from poolside takeovers and exclusive pop-up boutiques to branded eateries and spas. This year, established partnerships are continuing, and new cooperations are emerging. It’s a way of adding value to the property while also creating visibility for the labels, solidifying their presence in the market that goes beyond style, creating a lifestyle identity.
BURBERRY AND THE STANDARD, IBIZA
Ibiza, Spain
The British brand is taking over The Standard, Ibiza’s seasonal rooftop bar and restaurant, UP. The collab blends style, escapism and the fashion brand’s unmistakable attitude. Specially created for this partnership, a bespoke Burberry Check motif using The Standard’s signature yellow. The custom design takes over UP with loungers, parasols and branded seating. You can even sail the coast on board Check Mate, a personalised Burberry boat. Framed by sunset views, the rooftop comes alive with curated drinks, for stylish evenings soundtracked by guest DJs spinning from a tailor-made booth. In the hotel lobby, guests and visitors find a photo booth to capture their summer memories. The Standard also has a retail space with a curated edit of Burberry summer staples – from light layers and sun-ready separates to poolside essentials in seasonal Burberry Check. Designed for warm days and balmy nights, the selection features effortless styles grounded in the house codes – a coastal experience in traditional plaid.
DOLCE&GABBANA AND SAN DOMENICO PALACE, TAORMINA, A FOUR SEASONS HOTEL
Taormina, Italy
Dolce&Gabbana (DG) returns to San Domenico Palace, Taormina, A Four Seasons Hotel, with its exclusive DG Resort creative takeover and pop-up store. Taormina is renowned for its rich history, vibrant culture and natural beauty, all blended in perfect harmony. Suspended between the rocks and the sea, with its historic monuments, breathtaking landscapes and characteristic alleys, this town attracts travellers from all over the world. San Domenico Palace, once a centuries-old monastery, is today a five-star property under the Four Seasons badge. Following the success of previous summer seasons, Dolce&Gabbana showcases its Blu Mediterraneo-themed design, decorating the entire infinity pool area overlooking the sea and its terrace. Inspired by the colours of the ocean and Mediterranean coastline, the print evokes the freshness of Sicilian ceramics, paying tribute to the values of handmade craftsmanship that have their roots in Southern Italy. Completing the experience, a pop-up boutique offering a selection of DG clothing and accessories, including a special capsule of exclusive creations designed specifically for this location.
JACQUEMUS AND MONTE-CARLO SOCIÉTÉ DES BAINS DE MER
Monte-Carlo, Monaco
Jacquemus is taking over Monte-Carlo Société des Bains de Mer’s iconic seaside club, the Monte-Carlo Beach Club. The legendary pier stretching over the Mediterranean and the Pool Café have now been adorned with the fashion brand’s signature aesthetic. On the pier, the sunbeds, parasols and beach towels now appear in either banana yellow, a playful nod to Jacquemus’ summer theme, or in coconut milk and black stripes, directly inspired by the La Croisière collection unveiled in January 2025 in Paris. The stripes can also be found in the Pool Café, on the parasols and soft cushions, for a refreshing break between a few laps in the Olympic pool and a shopping session. A few steps away, two boutiques welcome guests as if they are entering into the designer’s own home. On the walls, a drawing by Renoir and another by Matisse complemented by furniture and books that evoke the Provence region, so beloved by the designer. You can enjoy the Jacquemus at Monte-Carlo Beach experience until October 7.
MISSONI AND OKU IBIZA
Ibiza, Spain
For this season, Missoni unveils two exclusive initiatives on the island: the opening of its first boutique in Ibiza and the launch of the Missoni Resort Club at OKU Ibiza. The Italian fashion house takes its vibrant aesthetics to the hotel’s 50m swimming pool area. Inspired by the Mediterranean seascape, it features Missoni’s distinctive palette of deep blue, ocean turquoise and emerald green. The setting is enhanced by custom-designed sunbeds, towels and soft furnishings, creating a refined and immersive poolside atmosphere that captures the island’s relaxed spirit. This collaboration marks Missoni’s first Resort Club in Ibiza, blending fashion and leisure in a setting that celebrates designled experiences. A short distance away, the brand opened its first resort boutique on the island, located at Ibiza Gallery. The space reflects the maison’s distinctive codes through an interplay of colour, texture and material. Inspired by the island’s natural landscape, the interiors evoke coastal tones and warm atmospheres, complemented by Missoni Home elements that echo the hues of sea and sand. The shop offers a curated selection of men’s and women’s ready-to-wear and beachwear, as well as home décor pieces.
ALL YEAR LONG
These are collaborations are starting this summer, that won’t go anywhere after the warm season waves goodbye.
AQUAZZURA AND HOTEL DE RUSSIE, A ROCCO FORTE HOTEL
Rome, Italy
This partnership is not a summer pop-up; Aquazzura has launched its own bar at Hotel de Russie, a year-round takeover. It’s the shoe brand’s debut in the hospitality sector. This partnership combines Aquazzura’s aesthetics and timeless elegance with the iconic hotel’s charm, which is celebrating its 25th Anniversary. A secret garden nestled within a secret garden – the Aquazzura Bar enhances the essence of La Dolce Vita in the historic Hotel de Russie’s hidden courtyard. Once inside the hotel, guests are led to an enchanting, flourishing oasis that is invisible from the street. Bespoke Portuguese tiles, hand-painted with delicate lemon motifs, adorn the bar, paying homage to Italy’s colourful citrus groves. The bar features elegant metal outdoor furniture with tufted chairs and comfortable sofas. Green trelliswork and lemon trees in striped planters frame the area, creating an enchanting atmosphere that complements the Hotel de Russie’s famous courtyard gardens.
DIOR AND SPLENDIDO, A BELMONT HOTEL, PORTOFINO
Portofino, Italy
Dior’s first permanent spa has been launched at Splendido, A Belmond Hotel. The collaboration heralds a new era of indulgence and marks a significant milestone for the hotel, which has undergone a multi-phase renovation. It embodies Splendido’s commitment to providing guests with a holistic wellness retreat, paying tribute to its roots as a monastic retreat centuries ago. The Dior Spa Splendido welcomes guests into an elegant lounge bathed in natural light, featuring earthy tones and complemented by Dior’s finest skincare, make-up and fragrance products. Set across two floors, the spa includes three individual treatment rooms, one of which transforms into a beauty boudoir, and a majestic double cabin with uninterrupted views of the sea. Each is adorned with quartzite stone, oak wood and design details inspired by Dior’s iconic Toile de Jouy pattern, reinterpreted in soft lime tones. However, the highlight is the rooftop terrace, which provides an oasis of relaxation after treatments. Natural materials, such as rattan, reed canopies and cotton drapes, create a shaded cocoon around lounge chairs and a wellness bar serving bespoke beverages.