A new language is rewriting the rules of luxury. You won’t find it on the catwalks, but in the world’s most iconic hotels. It is the grammar of contemporary hospitality—a universe where design becomes storytelling, service becomes experience, and the brand becomes a feeling in its own right.

In recent years, fashion and hospitality have drawn so close they almost blend into one another: a natural meeting point between two worlds obsessed with detail, aesthetics, and the art of experience. Today, hotels are no longer places to sleep, but spaces to wear.

From the front row to gilded lobbies

Italy—the homeland of elegance and sartorial mastery—leads this revolution. Bulgari, Armani, Versace: names that evoke silhouettes, materials and collections, yet now also speak of suites, spas, resorts and rooftop bars with the same aesthetic coherence as their prêt-à-porter lines, not only in Milan but across the globe.

At the same time, luxury giants such as LVMH have entered the hospitality arena with the same determination they apply to their most iconic brands. The result is a new idea of travel: exclusive, immersive, personalised.

A couture experience, tailored to perfection.

The Protagonists of Deluxe Hospitality

Within this fusion of style and hospitality, there are professional figures who move seamlessly between creativity, strategy and brand culture with the same natural ease as a creative director shaping a collection.

Brand Manager

They act as guardians of the hotel’s aesthetic DNA. They hold every element together: tone of voice, colours, rituals, scents, atmosphere. They are the brand whisperers of contemporary hospitality.

Customer Experience Manager

Their mission? To make guests feel like the protagonists of an exclusive narrative. They are the directors of experiences and emotions, capable of transforming every detail into a lasting memory.

Social Media Manager

They are the storyteller of the digital age, turning the hotel into a stage that is always alive. With one eye trained on trends and the other on the desires—spoken and unspoken—of the community, they translate the brand’s identity into images, words and conversations that travel fast.

Hospitality as the New Fashion Playground

Today, luxury is no longer merely a product but a complete experience—immersive, multisensory, and deeply engaging. In this context, hospitality—now increasingly interwoven with the world of fashion and new forms of aesthetic expression—has become the ideal environment for experimenting with visual languages, storytelling, brand identity, and creativity, the very elements that have always defined the universe of fashion.

Vibrant, international, and constantly evolving, this sector embraces a language shaped by vision, emotion, and meaningful content, while preserving the pragmatism and strategic mindset typical of business: the new fashion playground for those seeking a future that is both sophisticated and ambitious.

Istituto Marangoni Milano: Where the New Talent of Experiential Luxury Is Born

It is no coincidence that new opportunities are emerging within the luxury hospitality sector—growing rapidly and closer than ever to the world of fashion. It is a direction Istituto Marangoni Milano has chosen to embrace with conviction.

Indeed, the new Master in Fashion & Luxury Brand Management for Hospitality has recently been launched—a programme designed precisely to address the growing demand for professionals capable of interpreting luxury as a complete narrative.

A natural step for a school that already counts high-profile Alumni. One above all: Fabio Peloia, who graduated with a Bachelor's degree in Fashion Management & Brand Strategies in 2009 and is now Director of Global Sales, Marketing and Distribution for the prestigious Bvlgari Hotels & Resorts.

A role that illustrates, more than any theory, how fashion, hospitality and luxury have become a single, integrated ecosystem—one where creativity, international vision and brand culture are the most powerful tools.