For the past decade, the summer hotel takeover belonged to fashion. Entire pool terraces dipped in a single brand’s Pantone, sun loungers wrapped in monogram canvas and beach bars reimagined through the lens of whichever fashion house had claimed that season’s most photogenic address.
From Dolce & Gabbana at San Domenico Palace (propelled further into global fame by The White Lotus) to Dioriviera at The Beverly Hills Hotel, these collaborations weren’t simply retail moments. They turned hotels into brand worlds: immersive, escapist and highly Instagrammable.
But as we move into spring/summer 2026, the formula is evolving. The aesthetic takeover hasn’t vanished; instead, it’s being layered with something more participatory. Luxury travellers are no longer content to simply recline inside a brand universe; they want to be a part of it. And the best way to get people involved? Sport.
From runway to racket sports
Fashion and sport have always intersected. Whether it’s Rolex, Ralph Lauren, or Louis Vuitton, the presence of luxury fashion sponsors at sporting events has always been there. But what feels different now is both the scale and the audience driving it.
“Sport is rapidly emerging as a key luxury and cultural signifier in 2025–2026,” says Mary Stanwick, strategist in Sports & Outdoor at WGSN. Participation and fandom, she explains, are now closely tied to lifestyle and self-expression. Brands are hosting run clubs during Fashion Week, while padel courts are being designed to feel like private members’ clubs. It’s less about spectating and more about belonging.
Women, in particular, are shaping that growth. Women now account for 60 per cent of growth in on-course golf participation since 2019, according to the National Golf Foundation. More than four million fans attended WTA (Women’s Tennis Association) events in 2025 – the highest attendance in tour history. Beauty sponsors such as Charlotte Tilbury and Elemis appearing trackside at Formula 1 last season also signal a broader shift away from traditionally male-dominated audiences. The global women’s sports industry is projected to be worth $2.35 billion – and it’s this growth that translates into a new generation travelling for tournaments, training camps and sport-led escapes.
