If Wimbledon 2025 taught us something, the courtside fashion was just as thrilling as the action on the grass. From Urvashi Rautela’s armful of Labubu charms hanging from her handbag that sent social media into a frenzy, to Priyanka Chopra Jonas’ elegant Ralph Lauren white dress, it became clear that the most talked-about fashion moments are now unfolding far beyond the traditional runway.
Millennials and Gen Z have long used their travels as alternate catwalks, debuting destination-specific style. They practically tutor niche jet-setters on how to dress for Capri, Mykonos or Marrakech. Luxury brands have taken note. Rather than waiting for shoppers to visit them, fashion houses are meeting their clients exactly where they holiday—at their doorstep, or more precisely, on the hotel steps.
No longer content with simply dressing the elite, fashion maisons are embedding themselves into the travel experience. Through partnerships with the world’s most luxurious hotels, they are crafting immersive, emotionally resonant and fully shoppable lifestyle moments.
From scent trails in Marbella to monogrammed parasols in Sicily, this summer’s high-fashion escapes promise more than just luxury. Fashion houses are creating design-led experiences that are transforming resorts and poolside lounges into the new frontier of couture, be it Dior’s pastel-drenched beach clubs to Louis Vuitton’s sculptural mascots in Dubai, If you are packing your passport for one of the destinations below, be sure to leave space in your suitcase. You will need it for travelling couture.
Valentino Beauty x Puente Romano Marbella
What happens when Rome meets the Andalusian coast? At Puente Romano Marbella, Valentino Beauty has created a sensorial escape that would fit seamlessly into Sofia Richie Grainge’s curated summer aesthetic from July to mid-September in 2025. The Born in Roma x Summer pop-up, inspired by Manet’s Le Déjeuner sur l’herbe, is nestled in the lush Mediterranean gardens of the resort.
The ivory and crystal pavilion invites guests into a world of scent, offering personalised fragrance consultations, golden charm gifting and exclusive vanity cases. As guests sip chilled rosé and pose in the photo lounge, they discover how to layer fragrances, and how to carry the scent of a holiday back home.
Dolce & Gabbana x Four Seasons San Domenico Palace
If Taormina had a dress code, it would be Dolce & Gabbana. Perched above the Ionian Sea, the Four Seasons San Domenico Palace is a living runway for one of Italy’s most romantic labels. This is the same property where Dolce & Gabbana staged their iconic Alta Moda show in 2012, well before destination fashion became mainstream.
A spokesperson from San Domenico Palace, Taormina, said, “Dolce & Gabbana epitomises the pinnacle of Italian craftsmanship, with its deep-rooted connection to Sicilian heritage making it an ideal partner for collaboration. When we align with a luxury brand sharing this vision, it creates the perfect synergy to present something fresh and glamorous to our guests, who have embraced this collaboration from the outset”.
In summer 2025, the partnership deepens with a reimagined Blu Mediterraneo pool concept and a boutique in the ancient sacristy. The parasols are updated each season with new patterns, while guests recline on towels that echo the hotel’s baroque design. Inside the boutique, private appointments reveal limited-edition silk pieces featuring delicate sketches of the historic property.
Dior x Jumeirah Capri Palace
High above the Blue Grotto, Il Riccio Beach Club Dior’s exclusive pop-up boutique blends timeless elegance with Mediterranean glamour. This stylish partnership between Dior and Jumeirah Capri Palace is all about sun-drenched shrine of Toile de Jouy, pastel hues, and summer essentials designed by Maria Grazia Chiuri. It’s the definition of an endless summer - and a collaboration worth lusting over.
Louis Vuitton x Atlantis The Royal and Dolce & Gabbana x Ounass
Dubai has always celebrated luxury on a grand scale, and Atlantis The Royal is no exception. For the resort’s first anniversary, Louis Vuitton brought its iconic Vivienne mascot to life in 2024 with six themed sculptures placed throughout the property. Guests followed a digital treasure map, transforming their stay into a whimsical, fashion-led journey.
High above The Palm, Dolce & Gabbana, in collaboration with luxury e-retailer Ounass, took over Cloud 22, the rooftop club situated 96 metres in the sky. Everything, from the floating daybeds to the cocktail menus, is adorned with the iconic Blue Majolica print, where Italian glamour meets the Arabian skyline. At the Galleria Level boutique, guests browse Dolce & Gabbana's Crystal Mesh collection and psychedelic resort wear curated by Ounass. Here, fashion is not just worn; it is lived, lounged in and even savoured, with a special menu featuring Amalfi lemon oysters and truffle-infused steak tartare.
Missoni x OKU Ibiza
The new Missoni Resort Club at OKU Ibiza brings Italian colour theory to life on the White Isle. Known for their signature zigzag patterns and relaxed Milanese sophistication, Missoni has transformed the hotel’s 50-metre pool into a sun-soaked canvas of ocean blues, emerald greens and deep navy hues. Sun loungers, cabanas and cocktails echo the brand’s distinctive aesthetic. From sunrise yoga to golden hour aperitivi, the space feels like a live editorial shoot. Match your monogrammed slides to your towel, and your spritz to your swimsuit, and you will fit right in.
Vilebrequin La Plage x The St. Regis Doha
At The St. Regis Doha, the Côte d’Azur meets the Arabian Gulf. Vilebrequin La Plage, designed by French visionary Vincent Darré, brings playful Riviera flair to Qatar’s largest outdoor pool. Think sea turtle-print cushions, sky-blue parasols and starfish-strewn loungers. Menus curated by Studionomie marry Provençal flavours with Middle Eastern ingredients. Guests are treated to Riviera-style picnics, open-air barbecues and elegant, family-friendly fashion moments that could easily pass for a luxury brand campaign.
Roberto Cavalli X The Unexpected Ibiza Hotel
At another Ibizan property, The Unexpected Hotel in Playa d’en Bossa, a full design takeover by the Florentine heritage brand Roberto Cavalli is making waves. Inspired by the new Ray of Sea print, developed by creative director Fausto Puglisi, the hotel draws from Cavalli’s archival Ray of Gold motif, now reimagined in a vibrant Miami Blue. The bold aesthetic is evident in every detail, from beach towels and umbrellas to the Oyster & Caviar Bar and private Jacuzzi terraces.
Following the Cannes Film Festival, Cavalli extended this lifestyle vision to Annex Beach, where the brand’s signature Zebra Stripes and Ray of Sea prints combine in a striking beachfront installation. With Cavalli-designed sofas, cushions, tableware, and textiles, the space offers guests a fully immersive experience of the label’s world of maximalism
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