Apparently, fashion in the traditional sense just isn't cutting it anymore. Huge brands such as Versace, Armani, Bulgari and now Byblos are moving into the high-fashion hotel business.
The above picture is just a tiny snapshot into what is sure to be the "fashion hotel" to end all "fashion hotels". Art Hotel Villa Amista in Italy is the stunning by-product of Byblos owner Dino Facchini and Milan architect/designer Alessandro Mendini.
A deeply personal project for Facchini, the hotel showcases his impressive art collection. The interiors are a sexy mix of styles, from baroque to pop art and techno futurism.
Missoni is next in line to conquer the fashion-hotel business. The fashion company has signed a worldwide licensing agreement with Rezidor SAS Hospitality, a Belgian hotel chain. The agreement will see the development of 30 Hotel Missonis, scheduled for completion by 2010.