Fashion houses
Ciao from sun-drenched (not yet crowded) Sorrento!
I'm writing to you with the scent of lemon groves drifting through my open window and the sparkling Mediterranean Sea stretching before me. There's something about the Italian coastline that always inspires reflection on what true luxury means, and lately, I've been fascinated by a transformation reshaping our industry.
Have you noticed? The fashion world is no longer content with being just part of your suitcase – it wants to BE your destination.
This isn't about logo-stamped beach towels anymore, darlings. Fashion houses are creating entire WORLDS for us to step into. Just last week, I stayed at the Armani property in Milan (for DUCO Italy), where every element – from the curve of the staircase to the custom fragrance in the air – whispers Giorgio's minimalist philosophy. The experience wasn't just about staying somewhere beautiful; it was about inhabiting Armani's vision completely.
And they're not alone! Versace, Bulgari, Fendi- each bringing their distinctive DNA to create hotels that are essentially three-dimensional manifestations of their brand essence. What brilliant synergy! After all, if you love how a designer makes you feel when you wear their clothes, why not surround yourself with that feeling 24/7?
But here's what truly excites me: these fashion-forward properties are becoming GATHERING PLACES for kindred spirits. Think about it-when you choose to stay at a Missoni hotel over a conventional luxury property, you're signaling something about your aesthetic sensibilities. You're essentially saying, "This is my tribe."
Which brings me to members' clubs- possibly my favorite development in our industry right now! While sipping espresso at a local caffe bar (Southern Italian espresso is UNMATCHED), I was chatting with a director about how these exclusive communities are redefining luxury travel. The brilliance is in their curation- not just of spaces, but of PEOPLE.
And what better foundation for a travel community than shared style sensibilities? When you connect with fellow travelers who appreciate the same design elements as you - whether that's Ralph Lauren's classic Americana or Loewe's artisanal modernism- conversations flow effortlessly, and meaningful connections form naturally.
At Luxama, we've always believed that true luxury is about finding your people and places that resonate with your personal aesthetic. That's why I'm BEYOND excited to reveal that we're finalizing partnerships with three iconic fashion houses (can you guess which ones? Hint: think Italian heritage with global vision!) to offer our members exclusive access to their most innovative travel concepts.
These won't be just stays, but immersions into fully realized brand worlds- complete with behind-the-scenes creative experiences you simply cannot find elsewhere.
Until then, keep seeking beauty in every journey.
Ciao for now,
Sarah
Founder & CEO, Luxama Travel
P.S. For those who messaged about my Capri sunset video – yes, that little trattoria is as magical as it looked, and yes, I'll share details in our upcoming newsletter so make sure you subscribe! Some secrets are too delicious not to share.
