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Who among us doesn’t appreciate a perfectly executed piece of merch? Whether it be an Eras Tour concert tee or a Masters Green (Pantone 342, to be exact) baseball cap, the right swag signals you’re part of an exclusive club. When I stayed at Hôtel Lily of the Valley in Saint-Tropez this past June, I proudly lugged their signature burnt orange logoed tote bag everywhere from beach club to brunch, sharing a knowing nod whenever I spotted others doing the same.
It’s all part of a larger trend that travel brand First Class Jerk aptly dubbed ‘resort-core,’ the idea luxury travelers are now wearing resort-branded merchandise to “tell others who they are and where they’ve been,” explains founder Adam Lovick. “Wearing hotel merch is part of broader personal narratives about belonging and taste.” Personally, I’m always happy to share that I summered in Saint-Tropez.
Photography provided by Ritz-Carlton/Late Checkout
Think of it as the “luxury version of the souvenir T-shirt,” says Lauren Sherman, Puck’s Los Angeles–based fashion correspondent, who likes the Ritz-Carlton’s various collaborations. This fall, Ritz Paris launched its fourth hotel-specific collection — a 35-piece assortment of baseball caps, sweatshirts, cashmere sweaters and more that blend American ease and Parisian sophistication — with fashion brand FRAME. And the broader Ritz-Carlton brand just announced a nine-piece capsule with Late Checkout that merges the Madrid-based label’s playful edge with the hotel’s iconic lion and crest.
“The resort-core trend is redefining the intersection of fashion and travel,” says Jamie Kerr, vice president and global brand leader at the Ritz-Carlton. “It’s a celebration of leisure, escapism and the art of living well,” she says, adding that the partnership with Late Checkout is meant to speak to luxury enthusiasts and travelers worldwide.
Photography provided by The Carlyle/Sporty & Rich
It’s also a way for luxury hoteliers to extend the brand experience beyond the stay. There’s wellness-inspired brand Sporty & Rich’s new collection with Upper East Side hotel The Carlyle, featuring its famed Madison Avenue address; upscale loungewear brand Comme Si’s collaboration with Amalfi Coast hotel Le Sirenuse on three silk pieces, with prints and hues meant to embrace la dolce vita; Madhappy’s seasonal Montecito-inspired collection with Rosewood Miramar Beach, available in-store only; Italian hot spot Hotel Il Pellicano’s red logo-branded tote bags; and more, any and all of which are now cult status symbols.
“Where someone stays on vacation most definitely tells you something about who they are,” says First Class Jerk Creative Director Matt Ripple. “The person wearing Ritz Paris merchandise is signaling an interest in the classics and a reverence for tradition. They want you to know they’ve been there. Wearing Aman, for example, is about exclusivity. The products are more minimal and understated. Unless you’re really in the know, you might not even notice.”
Photography provided by Comme Si & Le Sirenuse/Diana Barlett
That said, this trend may not be for everyone. “There’s a real risk of looking like a wannabe,” explains Sherman. “It definitely doesn’t say the person has been to the hotel. The more obscure the resort — or down home — the better. I’d be interested in a Blackberry Farm hat. That feels legit.”
Perhaps that’s why Le Bristol Paris’ Bristol Society collection — a blend of sportswear, loungewear and streetwear, all emblazoned with the hotel’s iconic insignia — was only available to purchase at the property itself when it launched. Select pieces feature quotes by philosopher Socrates in a nod to Le Bristol’s beloved house cat Socrate, a tidbit only those in-the-know might reference.
Photography provided by Le Bristol Society/Valentin Hennequin
“We wanted the collection to remain a tangible, in-person experience, echoing the exclusivity and intimate charm of Le Bristol Paris,” shares Le Bristol Paris Communications Director Fanny Crawford, who adds the embroidered caps, totes and ‘Bristol Green’ sweatshirts have been fan favorites. “The collection was crafted with subtlety in mind, reflecting Le Bristol’s philosophy of quiet luxury.”
Whether it be an if-you-know-you-know subtle flex or a shout-it-from-the-rooftops signal, the resort-core trend proves you are what you wear.
