St. Regis Hotels & Resorts and fashion label STAUD have unveiled a limited-edition resort accessories collection, marking STAUD’s first partnership with a luxury hospitality brand. Launched on April 10, 2025, the collaboration blends STAUD’s West Coast-inspired aesthetic with St. Regis’s century-old legacy of glamour, targeting travelers seeking both functionality and sophistication.
Key Elements of the Collaboration
- Four-Piece Accessory Line
The collection features raffia and Italian calfskin designs tailored for resort living:
- Raffia Squillo Tote: A spacious, water-friendly bag ideal for poolside or yacht outings.
- Raffia Bucket Hat: Combines playful style with sun protection for outdoor activities.
- Raffia Moon Bag: A sleek companion for St. Regis’s iconic afternoon tea service.
- Reimagined Tommy Bag: A collector’s item with bespoke illustrations honoring St. Regis rituals like the Bloody Mary tradition.
- Strategic Retail Activation
The collection debuted at The St. Regis Punta Mita Resort (Mexico) and The St. Regis Bal Harbour Resort (Florida), with select pieces available in-suite. It is also sold online at STAUD and The St. Regis Boutique, as well as at STAUD’s Soho store. - Design Philosophy
STAUD CEO Sarah Staudinger emphasized the fusion of “adventure, indulgence, and style,” while St. Regis’s George Fleck highlighted the goal to “elevate the guest experience” through fashion.
Luxury Hospitality Meets Fashion
This collaboration aligns with a growing trend of hotels partnering with designers to create exclusive merchandise. For example, Ritz-Carlton’s collaboration with Frame and other luxury brands have similarly targeted affluent travelers seeking curated experiences. St. Regis, with over 60 global properties, leverages its heritage—dating back to John Jacob Astor IV’s 1904 New York flagship—to appeal to modern consumers.
STAUD’s Ascent in Fashion
Founded in 2015 by Sarah Staudinger and George Augusto, STAUD has cultivated a cult following for its accessible yet refined designs. Prior collaborations with New Balance and Birkenstock, along with celebrity endorsements from Alexa Chung and Dakota Fanning, have solidified its position in the fashion industry.
Statements from Leadership
- Sarah Staudinger: “Travel has always inspired me. St. Regis embodies iconic destinations, and this collection captures that spirit”.
- George Fleck: “Fashion is integral to travel. This collaboration reflects our shared commitment to modern luxury”.
The launch coincides with St. Regis’s expansion into leisure destinations and STAUD’s push to dominate the “accessible luxury” market. Analysts note the partnership capitalizes on the booming resortwear sector, projected to grow alongside post-pandemic travel demand.
