With their logo-printed loungewear caps, sweaters and shirts, high-end hotels are developing more and more designer collections, highlighting their prestigious setting. Lines that have been appropriated by travelers to make a new fashion trend: the resort core.
While the sleek, logo-free collections of quiet luxury, old money and tradwife have invaded the fashion scene in recent months, another trend is emerging more and more on social networks and in the streets. The core resort thus fills the changing rooms with these pieces branded by the luxury hotel brands that we proudly display, showing where we spent our last holidays. In theory.
Tell me where you are on vacation and I’ll tell you who you are
The core resort takes root in the heart of luxury hotels. It all starts with simple goodies offered to travellers. Between the bottles, caps and other tote bags, high-end establishments often offer free small practical items to use during the stay and take home as a souvenir of the holidays.
Once home, some travellers continue to wear them. Certainly out of affection for these articles and their meaning, but also to value their few days spent in these luxury hotels with their community.
A new way, in short, to affirm your social status and show others that you are able to sleep in rooms at several hundred or even thousands of euros at night. This movement implies that we are part of a certain circle of privileged, an elite club, frequenting the most beautiful addresses and that we are followers of a refined lifestyle.
The hotel industry is becoming fashionable
Faced with this craze, many large hotels have launched their own logo collection, at the intersection of their business and fashion. Sold to the general public directly on the internet, these lines no longer need to book a night to display a hotel logo on its sweater.
At the Beverley Hills Hotel, located in the USA, this diversification is reflected in a jute summer tote, silk pyjamas, a green dog basket, a wallet or a canvas bag, all marketed with the name of the establishment and its visual identity.
In 2023, Bristol Paris teamed up with the American brand Sporty & Rich to create a line of streetwear and preppy, including joggers, jackets, caps, and other t-shirts. “Sporty & Rich shares the same values with Le Bristol, this casual elegance, this chic without frills, summarizing a certain idea of luxury, perfectly in line with the times” said Luca Allegri, CEO of Bristol Paris. The latter has since launched its own line Bristol Society. For its part, Sporty & Rich later partnered with the Carlyle hotel in New York.
Also in the capital, the Ritz Paris develops several collections with the brand Frame. For several hundred euros, the hotel offers limited editions for women and men, with cashmere sweaters, t-shirts, caps, trench coats, scarves, cardigans, shirts. The hotel has also recently unveiled a range of upcycled jewelry, thus establishing itself in accessories after fashion.
For its part, Airelles offers winter collections in collaboration with Fusalp, Linnea Lund, Maison Ola or Barrie. The hotel group also offers its own line, with pyjamas, card holders and tote bags.
The firm Aman markets modest handbags, whose prices are close to those of the largest luxury houses, as well as pashminas, face masks and skin care.
And the list of hotels and groups to invest in this niche is far from complete. To the delight of core resort lovers.
Read also: Our selection of the best hotels to live the Fashion Week in Paris
Featured photo: © Ritz Paris x Frame
