Etro Brings Signature Prints to Belmond's Hotel Romazzino in Costa Smeralda

Announced July 1, 2026, Etro has partnered with Belmond to redefine the visual identity of Hotel Romazzino on Costa Smeralda. This collaboration brings the Italian fashion house's signature prints and design language to one of the Mediterranean's most celebrated luxury destinations, impacting cabanas, lounges, textiles, and guest areas.

This initiative exemplifies a broader trend in luxury: hospitality as an extension of brand identity. High-end brands are moving beyond traditional boutiques, engaging consumers through hotels, restaurants, and bespoke travel experiences. This provides a more immersive way for guests to interact with a brand, fostering deeper connections than conventional retail.

For Etro, the synergy is particularly apt. The brand's heritage, with its distinctive paisley motifs and global inspirations, has long evoked a spirit of exploration. Translating these visual codes into a physical environment like Hotel Romazzino allows Etro's aesthetic to become an inhabitable experience.

The collaboration also highlights the growing integration of fashion and hospitality within the LVMH portfolio. Through Belmond, LVMH positions its hotels as cultural hubs where design, gastronomy, wellness, and fashion converge. These partnerships offer mutual benefits: hotels gain renewed cultural relevance, while brands access engaged luxury consumers in environments that cultivate brand affinity.

Our take: The lines between luxury fashion and high-end hospitality continue to blur. These brand takeovers are no longer just about decorating a space; they are about curating an entire lifestyle experience. For the discerning traveler, it offers a consistent aesthetic narrative from their wardrobe to their vacation, but the risk remains that such pervasive branding can feel less like an authentic experience and more like an extended advertisement.