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How Hotels Became Fashion’s Most In-Demand Partner

In a fresh wave of collaborations, fashion and beauty brands are creating merch for top hotels that goes far beyond gift shop merchandise.
Fashion brand Frame's fourth collection in partnership with Ritz Paris.
Fashion brand Frame released its fourth collection in partnership with Ritz Paris in December. (Erik Torstensson)
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BoF PROFESSIONAL

At its first-ever fashion show on Tuesday, cashmere line Lingua Franca didn’t send a single sweater hand-embroidered with a cheeky phrase — its best-known item — down the runway. Instead, its collection was inspired by the brand signatures of the show’s setting, New York’s Bowery Hotel.

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Further Reading

Case Study | How to Get Fashion Collaborations Right

Collaborations are a powerful tool for grabbing attention, reaching new audiences and letting brands stretch their design aesthetics. But the proliferation of tie-ups has made it hard to stand out. The ones that succeed are built on great products, with a strong point of view and a clear strategy to reach the right consumers.

Marriott International: What Luxury Travellers Really Want

The post-pandemic travel boom may be on the wane, but in its wake it leaves a tourism market that has been utterly transformed. Tina Edmundson, president of luxury at Marriott International, explains how the hospitality giant is adapting its offerings to customers’ rapidly evolving needs.

The Glory Days of the Pop-Up Store Are Over. What’s Next?

Rising rents and low vacancy rates have made it prohibitively expensive for many emerging brands to open retail locations — even temporary ones. Scrappy companies have found creative, low-cost ways to reach their consumers, from hotel partnerships and trunk shows to activations on college campuses.

About the author
Haley Crawford
Haley Crawford

Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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