What to wear on your next flight? Luxury hotel branded merch, of course

Euronews · Feb 21, 2026 · Collected from RSS

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While the debate around what to wear on flights never truly dies, a campaign from the US transport secretary around ‘dressing with respect’ late last year certainly reignited the conversation. Beyond breaking rules around nudity or offensive slogans, there’s no real wrong answer. Having said that, the rise of luxury hotel branded merchandise might be providing an answer we didn’t know we needed. Certainly not a new phenomenon, hotel chains have been collaborating with sportswear and other clothing brands for several years now, but recent months have seen a flurry of new options that might just be perfect for your next flight. Raffles x Printemps Singaporean hotel chain Raffles is renowned for its butler service, and the name of its new collection – The Butler Did It – is a playful nod to its signature offering. The new collection, available exclusively at Printemps Paris and New York, has plenty of cosy planewear options, including T-shirts, polos and cashmere jumpers, as well as some pieces you absolutely should not be donning for an international flight, like velvet smoking jackets and pyjamas. If you can’t find anything suitable among the collection, fear not, because the brand has said that the launch is a “preview of a broader ready-to-wear and home offering” set to be revealed this autumn. Mandarin Oriental, Bangkok x Sporty & Rich One of two flagship hotels under the Mandarin Oriental brand, the property on Bangkok’s Chao Phraya River first began welcoming guests back in 1876. To celebrate 150 years of what was then known as The Oriental, the hotel has collaborated with Sporty & Rich to create co-branded T-shirts, crew necks and sweatpants that are perfect for chucking on ahead of a long travel day. The collection comes in black and white as well as "celadon", the hotel’s signature colour. We know which one we’d opt for… Jumeirah Heritage Club x Bouguessa Properties in recent years have put an increased emphasis on sense of place, with bathroom toiletries in scents inspired by the destination and local brands in the hotel boutique. Dubai-born brand Jumeirah has taken that one step further with its Jumeirah Heritage Club collection, working with local contemporary fashion house Bouguessa. The capsule includes jumpers and T-shirts, including a crew neck featuring the iconic Jumeirah Burj Al Arab. The St. Regis x STAUD The Marriott Group is no stranger to clothing collaborations, with The Ritz-Carlton partnering with Late Checkout for two (sadly) sold-out collections over the past two years. Back in December, it was The St. Regis’ turn, with the brand’s Aspen property partnering with STAUD for après-ski inspired wear. That translated into a limited edition crew neck, bag and fleece, although the latter is already out of stock. As if you needed more proof that these hotel collections are on the rise… The Beverly Hills Hotel x La La Land Dorchester Collection’s Beverly Hills Hotel has paired up with La La Land for the month of love. That means guests can sip on the LA café’s iconic pink and green matcha coffees, but if you want something longer lasting, you can also pick up minimalist branded crew necks or coffee cups, too.