From Christian Louboutin’s red-soled retreat in Portugal to Missoni’s rooftop pool takeover in Texas, fashion’s biggest names are bringing their aesthetic to the world of hospitality.
By Erica Commisso
Fashion’s most recognizable houses are stepping beyond boutiques and ateliers, carving out a stylish new niche in hospitality. Whether through sun-splashed rooftop pop-ups, bespoke restaurants, or full-fledged hotels, these brands are crafting experiences as exclusive as their runway designs.
Armani may have been among the first to blur the line between haute couture and high hospitality—opening its namesake hotels in Dubai in 2010 and Milan a year later—but a new wave of labels is following suit, each putting its own spin on the idea of living the brand.
Take Christian Louboutin, whose first hotel, Vermelho (featured above), debuted in the quiet Portuguese village of Melides, just south of Lisbon. The 13-room property is an exuberant reflection of the designer’s signature flair: the iconic red heel reimagined through tiles, beams, and upholstery. Yet, for all its glamour, the space remains grounded in local culture, blending artisanal Portuguese craftsmanship with Louboutin’s playful sensibility—a European counterpart to Yves Saint Laurent’s legendary Marrakech oasis.
Meanwhile, Ferrari is channeling its racing-red prestige into fine dining. At Cavallino restaurant in Maranello, steps from the factory and Gestione Sportiva racing department, acclaimed chef Massimo Bottura’s Italian classics are served up with the precision of a Formula 1 pit crew. The tasting menu celebrates regional icons like Parmigiano Reggiano and Emilia Romagna wines, a far cry from the humble company canteen Enzo Ferrari opened in 1950. Since its 2021 redesign, Cavallino has become a destination in its own right for culinary-minded car enthusiasts.
This past year also brought a flurry of beach clubs and poolside collaborations. Longchamp landed in Forte dei Marmi, Italy, with a seaside outpost that captures the breezy elegance of the French Riviera. In Dallas, Missoni partnered with Hôtel Swexan to create a rooftop escape awash in the brand’s iconic zigzag prints. Guests sip Malfy Gin Spritzes poolside, enjoy curated in-suite gifts, and bask in the kind of effortless glamour usually reserved for the Mediterranean. “This partnership is the perfect fit since both Missoni and Hôtel Swexan are family-owned, devoted to craftsmanship and timeless sophistication,” says Hôtel Swexan general manager Julian Payne.
Elsewhere, designers made their mark from the Hamptons to Ibiza. Michael Kors and Chanel hosted posh summer activations in New York’s chicest coastal enclave. Dolce & Gabbana’s DG Resort returned to Taormina and Saint-Tropez, Jacquemus took over Monte-Carlo Beach, and Louis Vuitton debuted a Saint-Tropez culinary pop-up with Michelin-starred chefs Arnaud Donckele and Maxime Frédéric. Lacoste also entered the scene, opening a café in Monte Carlo that brings its preppy-sporty heritage to life, right down to the crocodile-green details.
As the lines between fashion, travel, and lifestyle continue to blur, one thing is clear: luxury today is about more than what you wear. It’s about where you stay, what you taste, and how you can live inside the brand’s world—even just for a night.
