When communications director Claire Abeillé traded the world of Christian Louboutin’s red soles and Burberry’s checks for the marbled lobbies and sandy beaches of Kerzner International’s luxury resorts, she brought more than her Rolodex of fashion contacts.
The executive, who now serves as vice president of global communications at the parent company of the One & Only Resorts and Atlantis Hotels, is part of a growing wave of fashion industry veterans being tapped by luxury hospitality groups for their brand-building expertise.
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Leading international hotel groups are tasking fashion industry pros to reimagine everything from guest experiences to brand storytelling.
Brett Armitage, chief commercial officer of Kerzner International, recognized the luxury hospitality playbook needed a rewrite as he observed fashion houses masterfully build emotional connections with the same ultra-high-net-worth individuals their hotels were courting.
The solution? Tap into that expertise directly. Within 18 months, Kerzner recruited a trio of fashion industry veterans: Abeillé from Christian Louboutin to lead global communications; Edward Lee from Tom Ford as creative director, and most recently, Kandé Camara from Dior to spearhead sustainability.
“We’re embracing not just a creative influence, but an entire point of view on how we approach our brand story,” said Armitage, whose recruitment strategy reflects a larger transformation sweeping through hospitality.
A rendering of the Jumeirah Marsa Al Arab, foreground, slated to open soon in Dubai with a view of the iconic Burj Al Arab.
More examples abound:
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Two years ago, Marriott International brought on fashion PR veteran Saba Landmann to oversee global brand communications at Marriott International.
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Michael Grieve was appointed chief brand officer at Dubai-based Jumeirah Group last year, poached from Gucci, where he served as vice president, brand and client.
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And most recently, longtime LVMH watches and jewelry pr director Stephanie Le Badezet joined Accor Group, overseeing Orient Express’ global communications strategy.
“Fashion, at its core, is all about creating aspiration, curating narratives, and connecting deeply with a brand’s audience on an emotional level — beyond their wallet,” said Landmann, senior vice president of global brand and portfolio public relations at Marriott International. This “translates seamlessly into hospitality PR, where creating unique, immersive experiences is just as crucial as the aesthetic appeal of a brand.”
Landmann is responsible for leading communications for the company’s portfolio of 30 diverse hotel brands, including The Ritz-Carlton, Ritz-Carlton Reserve, Bulgari Hotels and Resorts, St. Regis Hotels and Resorts, Edition, The Luxury Collection, JW Marriott and W Hotels. She joined Marriott after leading communications at G-III Apparel Group, owner of Donna Karan, Karl Lagerfeld, Vilebrequin and more. Prior to that she held senior roles at Vince Holding Corp. and Alice+Olivia.
Tina Edmundson, president of luxury at Marriott International, explained its recruitment philosophy: “Fresh perspectives are essential to keeping global brands dynamic and relevant, which is why we chose to bring Saba on board from the fashion industry… The fashion industry is fast-moving, competitive, and dynamic and requires an understanding of how to craft aspirational narratives, tap into and navigate cultural trends, and build emotional connections with consumers.”
The shared clientele across both industries is also a key factor driving this cross-industry pollination. Abeillé emphasized the significant overlap in target audiences, especially for Kerzner, which operates ultra-luxury properties.
“In our segment of hotels, we’re ultimately speaking to the same ultra high-net-worth audience — the 1 percent.”
This shared consumer base means fashion executives bring valuable insights into the preferences and behaviors of luxury consumers. “Luxury fashion brands not only command the loyalties with the same customers we also hold dear, but they also constantly reinvent, innovate and respond to change,” Abeillé added.
The skills required to build and maintain luxury brands are increasingly transferable across sectors, particularly when it comes to understanding and serving the world’s most discerning consumers.
Jean Allen, partner at executive search firm Heidrick & Struggles in New York, said, “recruiting from fashion is high on the list for our hospitality clients.”
Communications executives transition particularly well, she added.
“There are a lot of parallels between fashion and hospitality in terms of understanding how to do a strategy shift and the complexity of the matrix. Fashion people have seen a lot of transformation, have great brand experience and they’ve worked with a certain level of intensity around personalities,” Allen said. “They understand the 24/7 nature of social media and all those things that really affect fashion and hospitality probably more than other industries.”
“The trend of luxury brand talent transitioning into hospitality reflects a strategic shift in crafting high-end experiences, blending the refined expertise of the fashion world with hospitality’s service-oriented focus,” said Grieve at Jumeirah, perhaps best known for the pioneering sail-shaped Burj Al Arab hotel, which marketed its 25th anniversary in 2024. “Fashion executives bring a sophisticated understanding of brand power — not just as a tangible offering, but as an emotional connection.”
Their toolbox also includes expertise with partnerships, strategic events, and media engagement to “amplify a brand’s visibility and prestige,” he said.
Fashion executives are arriving at hospitality companies amid an explosion in hotels branded after such famous fashion houses as Versace, Giorgio Armani, Karl Lagerfeld, Elie Saab and more, not to mention Bulgari.
Grieve argued that “hospitality pure players like Jumeirah are uniquely positioned to respond with deep-rooted expertise in delivering exceptional guest experiences.
“While fashion brands excel at design and creating aspirational appeal, hospitality pure players have a distinct advantage: operational excellence,” he said in an interview. “Running a hotel is an intricate art requiring seamless coordination across service, dining, housekeeping, and guest engagement.”
Le Badezet joined Orient Express as the legendary travel brand is set to open its first hotels in 2025, with Orient Express La Minerva in Roma and Orient Express Palazzo Dona Giovannelli in Venice. She said: “The hospitality industry is increasingly recognizing that modern luxury is about more than just high-end accommodations. It’s finding the right balance between heritage and a contemporary reinterpretation.”
Another particularly valuable asset those who have worked in fashion often bring to hospitality roles is a global mindset. “Clients couldn’t hire someone who didn’t have global experience. A hospitality company just really couldn’t take that risk,” Allen said. “Fashion brands are well versed in catering to diverse cultural expectations and regional preferences.”
The Jumeirah Group is expanding across international markets, with plans to double its portfolio by 2030.
“Jumeirah is an international brand with ambitious growth objectives, and we are actively raising our profile globally,” said Grieve, who came to the Dubai-based company with strong regional know-how, having handled all of Gucci Maison’s brand marketing, communications, and client engagement activities for Europe and the Middle East based out of Milan.
Grieve will oversee high-profile upcoming launches including Jumeirah Le Richemond in Geneva, Jumeirah Red Sea in Saudi Arabia, and Jumeirah Marsa Al Arab in Dubai.
In his view, luxury travelers “seek purpose-driven experiences that resonate deeply. They want more than amenities — they want memories.”
Grieve also cited a heightened interest in wellness, cultural discoveries, a sense of belonging, and “authentic and memorable culinary journeys.”
The transition from fashion to hospitality does have unique challenges. Marriott’s Landmann pointed out that while fashion PR often focuses on promoting specific products within seasonal cycles, hospitality requires a broader, sometimes more complex approach.
“We’re not just promoting a product, but an experience — an entire ecosystem that includes location, architecture, service, amenities, and lifestyle,” Landmann said.
Casa Brera, the latest hotel to be added to Marriott International’s Luxury Collection portfolio, reflects Milanese design, art and culture.
The hospitality industry also demands a different kind of relationship building. “While fashion campaigns often focus on specific moments or seasonal launches, hospitality PR requires fostering ongoing relationships with media, influencers and guests. The storytelling must evolve while maintaining brand consistency over time,” said Landmann.
The fashion industry’s expertise in partnerships, strategic events, and media engagement helps amplify a brand’s visibility and prestige in measurable ways. Kerzner has pursued partnerships with luxury fashion brands like Dior and Balmain to create unique beach and pool club environments. Similarly, Marriott’s luxury portfolio saw an array of unexpected partnerships across fashion, such as The Ritz-Carlton x Late Check Out and JW Marriot’s co-branded line with Flamingo Estate.
“Fashion PR taught me the importance of staying ahead of trends,” Landmann said, noting that this skill is equally valuable in hospitality, where “consumers’ expectations are always evolving, whether it’s the shift towards wellness-focused travel, sustainable practices, or hyper-personalized services.”
As the lines between different luxury sectors continue to blur, the influx of fashion talent into hospitality is likely to accelerate as operators reveal ambitious expansion plans.
The growth of the luxury hospitality landscape has fashion-influenced leadership shaping innovative new concepts and experiences.
“We have pushed the boundaries of how we work with partners, the stories we tell in creative campaigns, and the spaces in which our brands are present in the world,” said Armitage. This year will see the opening of One & Only Moonlight Basin in Big Sky, Mont., from Kerzner — the brand’s first destination in the United States and its first alpine resort. The company is also launching its second wellness-focused SIRO Hotel in Boka Place, Montenegro, following the brand’s debut in Dubai’s One Za’abeel, with additional properties planned for Los Cabos and Riyadh beyond 2025.
The One & Only in Big Sky, Montana will open later this year.
Meanwhile, Orient Express is making its own bold moves launching La Dolce Vita Orient Express train service and introducing its first sailing yacht, the Orient Express Corinthian. Orient Express will be unique in combining boats, trains, and hotels under one luxury hospitality brand. As Le Badezet noted, “The future of luxury is increasingly experiential, with hospitality growing faster than traditional luxury goods sectors.”
-With contributions from Miles Socha
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