Luxury hotels and fashion: The obsession with collaborations

It’s a trend that experts are calling “resortcore”: wearing a garment or accessory embroidered with the insignia of a luxury hotel. While this is not a new trend, in recent months it has become all the rage, radically transforming classic hotel merchandising.

To understand the resortcore phenomenon, we need look no further than the Beverly Hills Hotel in Los Angeles, where the hotel’s Gift Shop is teaming up with collaborations of all kinds with fashion brands. The boutique is always packed, and guests who come for lunch at the Polo Lounge or to spend a night in the luxury hotel…