Quiet Power Moves: Recent Fashion x Hospitality Collabs That Actually Matter
When beach club fatigue hits, it’s time to go back to the basics—just smarter.
I've been reflecting on the rise and fall of luxury-branded beach club activations for a while now. For me personally, I first noticed the trend in summer 2023 while visiting St. Tropez. Back then, Dior at Shellona and Jacquemus x Indie Beach felt like such fresh concepts—and I absolutely loved it. It was one of the few moments where I felt a brand met me exactly where I already was.
The White Lotus Season 2 debut and the later Dolce & Gabbana collab at the Four Seasons San Domenico Palace was, in my opinion, another major success—it captured the cultural momentum of the White Lotus effect. (Only at that particular property, though. Dolce & Gabbana’s activations at other hotels feel misaligned to me.)
Luxury fashion brands, however, have gone all out on this trend in 2025. Most are now at the point where you can feel the FOMO—brands jumping on the train just for the sake of it. (Sorry, it’s too late—unless you execute it so perfectly that it truly aligns with both your brand and the partnering property.)
Some weaker examples? Balmain x One&Only Aesthesis and Missoni x Oku Ibiza. (Which pains me to say—Balmain and Missoni are two of my personal favorites!!)
Sometimes, the smartest move is knowing when not to play.
If you can’t pull it off, don’t touch the hype. Walk away. That’s taste. I could not stress enough the importance of timing!
Sure, reach gets you new eyeballs. But the real damage? Losing the ones who already believed in you. The ones who used to whisper your name instead of scrolling past it.
Nothing screams desperate like a brand chasing relevance it once owned.
Once you slip into attention-seeking mode, it’s hard to climb back. Scarcity takes years to rebuild. So does trust. And trust? It translates into loyalty and repeated purchases. I mean, who doesn’t want repeated clients at a heightened age of industry slowdown?
On that note, I want to share three of my recent favorite fashion x hospitality RTW collection drops. I know RTW collabs with hotel sounds like collab 101, but when done right, the basic stuff is golden than ever, especially given the timing.
Sophisticated consumers aren’t chasing hype (though they might watch from the sidelines—and that’s even trickier). But thoughtful, well-timed collaborations? Still the key to their hearts—and their wallets.
1. CDLP x Passalacqua
Swedish brand CDLP partnered with Lake Como’s Passalacqua to launch a refined unisex resort capsule, made in Italy and infused with 1930s-inspired design cues.
Why it stands out:
Yes, it’s unisex—but it’s also one of the few collabs speaking directly to the underserved male resortwear market. CDLP positions itself as the go-to for discerning men who want something tasteful, luxurious, and not trying too hard. Pair that with the most acclaimed hotel in the world? That’s synergy.
2. Sporty & Rich x Hotel du Cap-Eden-Roc
Now in its third season, this collab brings retro-cool polos, terry shorts, and varsity jackets to one of the most iconic hotels on the Riviera.
Why it’s a smart move:
Sporty & Rich wins on consistency. Instead of chasing novelty, it’s built a long-term brand world that aligns perfectly with its aspirational, wellness-meets-old-money audience. Cap-Eden-Roc’s ties to celebrity and high society culture make it the ultimate brand backdrop.
3. Aman Essentials x Kim Jones
A capsule of ~35 travel-ready pieces designed by Kim Jones for Aman Essentials, premiering at Dover Street Market Paris—but only for wholesale buyers for now.
Why it’s a quiet power move:
This collab speaks to a discreet kind of luxury—made for those who live it, not perform it. Kim Jones and Aman share a language of taste and cultural capital, and showing the collection at DSMP reinforces that. It's not about reach—it's about alignment, filtered through professional tastemakers. Those who know, know.
I will talk about how Aman Essentials is really winning as an extension but separate arm of Aman in my later posts. To me it’s fascinating. That’s it for today’s hot take. - Patricia :)