SHOP YOUR HOTEL

A new breed of fashion collaborations is turning hotel boutiques into one-of-a kind style destinations.

- ADRIENNE GAFFNEY

The hotel lobby gift shop was once a catchall for eminently skippable souvenirs. But lately, travelers to some of the world's most are coming something a cut above the standard souvenir T-shirt. "The age of the $40 Hawaiian shirt while staying in an $800-a-night room is gone," says Shane Fonner, a creative consultant for fashion and hospitality brands. And the pieces don't just offer fashion cred, but the cachet of something that's often impossible to find elsewhere-in other words, the ultimate status symbol.

Le Sirenuse, in Positano, operates Emporio Sirenuse, a line of swimwear, beach-friendly fashion, and home goods, while the Pellicano hotel group's brand extension Issimo offers a curated selection of Italian products and collaborations with Tanner Krolle, La DoubleJ, and Aquazzura. Guests at Dubai's Resort Bulgari can visit La Galleria, a concept store featuring homeware and design items, while the resort group Aman recently rolled out its own line of ready-to-wear and leather accessories. Even the signature serape-striped robes found at El Cosmico in Marfa, Texas, have become a cult favorite.