In Sicily’s sun-drenched town of Taormina, the pool at the Four Seasons San Domenico Palace is usually the main attraction—a serene spot with sweeping views over the Ionian Sea. But this June, it was the designer towels draped across the loungers that had everyone’s attention.
Taormina, Sicily/Maria Bobrova/Unsplash
Covered in cobalt-blue floral motifs reminiscent of Mediterranean tiles, the Dolce & Gabbana linens were part of a full-scale fashion takeover at the historic hotel. Branded umbrellas, planters, floats, and even napkins followed suit, with select items available for purchase—including towels for €559 and silk shirts for €1,700.
Luxury fashion pop-ups like this are sweeping through some of Europe’s most exclusive holiday destinations. From Missoni-covered loungers at Cali Mykonos to Dior floats at Capri Palace and Burberry-printed accents at the Newt in Somerset, the message is clear: the summer season has become a designer’s playground.
“It’s like waking up on Christmas and finding presents under the tree,” said Ilaria Alber-Glanstaetten, senior director of communications for Four Seasons Resorts in Italy. At San Domenico, a nine-person team and crane were reportedly deployed to install a massive patterned vase poolside overnight—a striking reminder that in the Mediterranean, summer is peak festive season, on par with the holiday period elsewhere in the world.
From towels to cocktails: The high-end details
While nightly rates at these resorts easily hit €1,000, there are more accessible ways for travellers to get a taste. At Hotel de Russie in Rome, guests can sip a €26 Champagne cocktail at the Aquazzura-branded garden bar. And at Spain’s Puente Romano Marbella, last summer’s Fendi mille-feuille featured cocoa-dusted Fs, making a designer treat available for the price of dessert.
Luxury hotels are tapping into these collaborations to create ephemeral, highly shareable experiences—all while boosting bookings. “The only luxury sector that’s actually growing now is hospitality,” said Fflur Roberts, global insight manager for luxury goods at Euromonitor International. She noted that while luxury retail faces contraction, the desire for travel—and Instagram-worthy moments—remains strong.
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A win for guests, brands and social media feeds
That desire is especially high among younger travellers. According to a May survey by Chase Travel, 79% of Gen Z travellers want to shop while travelling, and 64% specifically seek out exclusive brand collaborations. “Guests are starting to expect them,” said Eric Mourkakos, owner of Cali Mykonos, which offers non-guests day access to its Missoni club for €100.
Cristina Borges, who lectures on luxury trends at Switzerland’s Les Roches International School of Hotel Management, said it’s a win-win model. “Fashion brands gain easy exposure to a new, affluent audience. Hotels can offer exclusive experiences to their guests. And customers get to have fun and feel part of exclusive moments and post about them.”
Big business behind the glam
Borges, previously the marketing director at Puente Romano Marbella, revealed that its three-month Fendi partnership cost about $600,000. But the return? Around $1 million in added profit, plus a surge in media coverage.
For the Newt in Somerset, the aim of its Burberry collaboration is visibility. “We are really trying to grow our reach in America, where Burberry is big,” said Andrew Foulkes, the resort’s CEO of hospitality. “It’s amazing how many people want to come and buy a Burberry bucket hat.”
But the buzz must be carefully balanced. At Rosewood’s Riviera Maya resort in Mexico, a more subtle approach is underway. “We’re keeping it very discreet, no logos anywhere,” said Edouard Grosmangin, regional vice president. Partnering with Brazilian menswear brand Frescobol Carioca, the resort will only sell the label’s goods alongside local artisan products. “You don’t want your hotel to feel like an ad for someone else.”
Keeping it classy — or going too far?
There are also reputational risks. Misaligned partnerships or brand controversies can backfire. Yet when done well, the payoff is layered: a scarcity effect that fuels exclusivity and social capital. “If you didn’t take a picture and post it, did you even go on vacation?” quipped Stephanie Phair, former chair of the British Fashion Council.
Back in Sicily, visitors who forgo the big-ticket items can still enjoy a stylish souvenir: a D&G-branded gelato cart dishing out free granita—a taste of luxury without the price tag.
Source: Bloomberg
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