Fashion Magazine Elle to Open Boutique Hotel in Paris, as Bulgari and Armani Expand Their Hotel Brand Extensions

Europe-based fashion magazine Elle has announced plans to open a boutique 25-room hotel in Paris, reported the Business of Fashion on Tuesday.

Parent company Lagardère Group plans to open 15 Elle-branded hotels in the next decade. Maison Elle, set to open in October, will include a library on fashion design and the decor will feature will aim to look like the magazine's photospreads.

A seaside Elle Hotel is in the works in western Mexico with owner-developer Actur, Le Figaro reported.

Elle's move follows a growing momentum of fashion houses investing in brand extensions and licensing deals with hotels, reported the Business of Fashion.

Bulgari opened its first hotel in Milan in 2004 and now operates seven across Europe, the United Arab Emirates, China and Bali. Its hotels have seen occupancy surpass pre-pandemic levels and revenue double since 2019, said Silvio Ursini, executive vice president of Bulgari Hotels and Resorts. In the coming three years, Bulgari will nearly double its footprint, opening five more hotels in Moscow, Rome, Tokyo, Los Angeles and Miami Beach.

In March, Armani, which has two hotels in Milan and Dubai, announced it is set to open a third location in Saudi Arabia in 2025. Earlier this month, LVMH, which owns over 50 luxury hotels through its Hôtels Cheval Blanc and Belmond Hotel Group brands, appointed a new hospitality executive, signalling its own focus in the space.

The new Maison ELLE boutique hotel opens in Paris this fall. (ELLE Hospitality)