What: This is the second collection of luxury hotel brand The Ritz, done in partnership with Frame, a trendy fashion label.

Why it is important: Through collaborating with the trendy fashion label Frame, the Ritz seeks to bring a new and younger vision to the hotel brand through a branded luxury fashion offering.

A range of about twenty items from pyjamas to sports jackets, jeans and pet items accent the heart of the collection which seeks to deliver high-end basics featuring the institution’s logo.

The Frame X Ritz Paris line is sold in the Frame chain with 15 stores in the UK and US, major retail sites like Net-a-Porter, Moda Operandi, Louisa Via Roma and Frame’s Tmall Flagship store. The collection is also in several retailers such as Harrods, Le Printemps, Le Bon Marché, Holt Renfrew in Canada and NK in Sweden.

The brand recently opened a large pop-up boutique at Bergdorf Goodman during New York Fashion Week.

Frame X Ritz Paris transforms the hotel into a luxury fashion brand