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Hotels In Fashion

By FashionUnited

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The last several years have seen an explosion of designers and luxury labels opening their own hotels. From Armani to Bulgari to Versace, it seems that even if you don't have a home ware line you should probably start thinking about opening a haute hostelry.

Fashion and architecture Surface Magazine is also following suit, applying its insider knowledge of what is hip with the courage of its aesthetic convictions to the 20-story glass façade Surface Hotel, scheduled to fully open on the Lower East Side of New York later in the year.

Even more trendy than a designer hotel is a discreet designer hotel, one that wears its creative credentials calmly on its sleeve as opposed to an in your face fashion association. On a quiet side street in the Marais district of Paris, Azzedine Alaia opens a bijou boutique hotel this month with long-time friend and collaborator Carla Sozzani of Corso Como 10 fame. It's so bijou it only has three rooms, suites to be exact, one per floor, in a building next door to Alaia's own residence and studio.

In Rimini, on the Adriatic coast of Italy, Iceberg is giving a concrete face to its gentle repositioning as a more serious fashion player with a stake in a luxury sport hotel and spa called the Riviera Golf Resort. Although the new course is wonderful, you don't actually have to play golf, especially with an 87-meter pool for lounging around. 32 individual suites designed by 15 different architects would definitely pass the stringent Tom Ford taste test, as would the Iceberg-clad wait staff. Short of serving their own brand of bottled water, the Iceberg aspect is never emphasized, and the steel and glass structure of the clubhouse/hotel/spa, bedecked with sun-reduction sails, is like a ship waiting to carry you away from the material stress of modern life.

Azzedine Alaïa