When choosing a summer holiday destination, what factors feel most important? Flight options? Price? Perhaps proximity to the sea? There may, however, be another element worth considering, and it all comes down to branding. Welcome to the world of the fashion house hotel takeover—the increasingly elaborate practice of luxury labels installing themselves at the world's most coveted coastal hotspots for the summer season.
Think branded deckchairs in Ibiza, Burberry-striped jetties on the French Riviera and a Gucci-emblazoned beach club in Monte Carlo, its Flora print steeped in genuine Monaco history.
