Call it the White Lotus effect, but recent years have seen the emblematic crests of the world’s most luxurious and exclusive hotels – from the Ritz to Il Pelicano – become as valuable as the rooms themselves. Such is the power of hotel ’merch’ – a way to demonstrate your affinity with the heady world of five-star hospitality, without the necessity of even staying a single night. The more obscure, the better: like an embroidered trio of fish on a bathrobe, which, for those in the know, will show you have stayed the night at Lake Como’s Passalacqua hotel – long a bolthole for the upper echelons, from world leaders to Hollywood royalty (or simply found your way to its webstore).
Here, as chosen by the Wallpaper* style team, a selection of these contemporary status symbols: from the cult Ritz Paris x Frame cap (now in its fifth iteration) to luxurious leather goods from Aman’s ‘Essentials’ line, and a T-shirt adorned with a perennial piece of Hollywood iconography: the Chateau Marmont sign.
‘Laid-back insouciance’ is how Frame co-founder Erik Torstensson describes the Los Angeles-based denim brand’s ongoing collaboration with Ritz Paris – the grand dame of French hospitality. The latest 30-piece collection (which launched in November with a campaign starring Lou Doillon) comprises crest-adorned knits, Breton-striped sweaters, silk pyjamas and sweaters, though it is the ‘Ritz Paris’ cap which remains the most covetable take-home (and it’s still in stock – for now).
Originally launched for Father’s Day, British heritage brand Drake’s has united with St. Regis on a capsule collection, comprising a tie, a silk scarf and a cap, which aims to capture the New York institution’s ‘aura’. The collaboration, which draws on archival Drake’s prints, is a precursor to the new St. Regis in London’s Mayfair, which is taking reservations from December 2026 onwards.
Preventing the need to commit in-room robbery, Passalacqua – a converted villa on the shores of Lake Como which has long housed the locale’s celebrity visitors – has made its bathrobe available for sale (without having to even check in). The memorable monogram, comprising three vertically stacked fish and derived from the crest of the Lucini Passalacqua family who built the villa in the late 18th century, will provide the right signal to those in the know.
Emily Oberg, founder of Los Angeles-based label Sporty & Rich, is no stranger to the hotel collaboration: previously, she has created collections with some of the world’s most luxurious hotels, from Le Bristol in Paris to Hotel du Cap-Eden-Roc on the French Riviera. The latest sees her bring her nostalgic riff on hotel merch to the Mandarin Oriental Bangkok in celebration of the hotel’s 150th birthday. Expect pyjamas, tote bags, cosmetic pouches and sweaters adorned with a vintage version of the hotel group’s logo, as well as these playfully named ‘disco shorts’.
The rebooted Hunza G made Wallpaper’s list of the Best Swimwear Brands in the World (Mary Cleary praised its signature crinkle fabric as ‘universally flattering, with an extraordinarily stretchy composition that conforms to a wide range of body types’). A collaboration with The Standard sees its crinkle bikini reimagined in the hotel chain’s signature shade of signal red.
Mythic Tuscan hotel Il Pellicano – perched cliffside in the idyllic Porto Ercole – has long been a bolthole for the international jet set, immortalised by the sun-soaked photographs of Slim Aarons. And, while there is an array of classic Il Pelicano merch available, we prefer this T-shirt by Issimo (the ‘the digital extension of the Pellicano world’) adorned with the logo for Bar Roberto, the hotel’s late-night piano bar, named after Roberto Sciò, who purchased the hotel in 1975.
Since the opening of its first property, Amanpuri, on the shores of Phuket, Thailand, the Aman hotel group has become synonymous with a serene, whisper-soft luxury (at the intimate properties, staff can outnumber guests four to one). A thriving Aman brand is equally considered, spanning skincare, clothing and keepsakes – like this leather luggage tag – that are stamped with the group’s distinctive logo.
Few hotels have achieved such mythic status as the Chateau Marmont in Los Angeles, which, since its opening in 1929, has become a hedonistic haven for legends of film, music and cinema, from Jean Harlow to Helmut Newton, F. Scott Fitzgerald to Jim Morrison. The hotel’s signature T-shirt features the Chateau’s distinct signage – a piece of Hollywood iconography in its own right.
We called Hotel Corazón, a recently opened hotel in the Mallorcan mountains, a ‘dreamlike bohemian fantasy’ when we visited earlier this summer. The former finca features equally transporting merch, from T-shirts celebrating the upcoming eclipse (taking place on August 12, the hotel is one of our picks for where to watch the phenomenon) to collaborations with footwear brand Autry, Portugal-based swimwear label Solor, and jeweller Lucy Folk. Our favourite, though, are these colourful keyrings, recalling those used in vintage motels.