Ritz Paris is teaming up with popular fashion label Frame for the second time, unveiling their new collection during Paris Fashion Week. This partnership is part of Ritz Paris’ ongoing efforts to build their brand, coinciding with the opening of their first boutique in Doha today. Frame X Ritz Paris, the initial collection, was launched last year and received positive feedback from fashion-conscious consumers. Building upon its success, the new collection offers a wider range of items such as pajamas, varsity jackets, patchwork logo jeans, and even a dog’s blanket. The collection features luxury staples like cashmere sweaters and cotton sweatshirts, all adorned with variations of the iconic Ritz Paris logo. With their higher-end price range, sweatshirts are selling for €360 and cashmere pullovers for €630.
The Ritz Paris continues to attract mega stars and VIPs, with celebrities like Bradley Cooper, Kanye West, and Gwyneth Paltrow choosing the iconic hotel as their accommodations. The Frame X Ritz Paris collection is available at Frame stores across the UK and US, as well as online retailers like Net-a-Porter and Moda Operandi. It is also sold in well-known department stores such as Harrods and Printemps. During New York Fashion Week, Frame opened a pop-up store in Bergdorf Goodman to showcase the collection. The brand’s worldwide momentum is further bolstered by a stylish ad campaign photographed by the renowned Alasdair McLellan.
Natalie Barder, a board member of The Ritz Paris in charge of brand strategy, recently discussed the collaboration with Frame in an interview. Barder explained that the decision to partner with Frame was motivated by the desire to bring a fresh and youthful perspective to the Ritz brand. Rather than collaborating with a larger luxury brand, the focus was on discovering new talent, which aligns with the Ritz’s approach in other areas, such as their recruitment of talented pastry chef François Perret and their plans to develop a young chef named Eugénie Béziat.
Barder shared that the brief given to Frame was to maintain the grand classic spirit of the Ritz while infusing it with modernity and fashion expertise. This is evident in the use of luxurious materials like cashmere and creative details like the Junior Suite inscription on the back of the sweatshirt. The color palette of the collection, which includes navy blue, white, and burgundy, is inspired by the Ritz Paris and its Vendome restaurant.
In terms of retail strategy, the collection is available in Frame stores, partner locations, and a concept store at the Ritz Paris. Barder highlighted the exposure gained through Frame’s presence at New York Fashion Week, with prominent window displays in their three stores and a dedicated corner in Bergdorf Goodman. The collaboration operates through a licensing agreement, with Frame paying a percentage of sales to the Ritz Paris. Barder mentioned that the collaboration has been financially successful, generating tens of millions in revenue.
Looking ahead, the Ritz Paris plans to expand its brand activities outside of the hotel industry. They will be opening their first boutique at Galeries Lafayette in Doha, offering a wide range of Ritz products including tableware, robes, fragrances, and even teddy bears. Additionally, the hotel is exploring the possibility of opening more Ritz locations, potentially in Asia, with Tokyo being a likely candidate. With its renowned reputation and high occupancy rates, the Ritz Paris has an estimated annual turnover of around 300 million euros.
Overall, the collaboration between Ritz Paris and Frame has been a successful brand-building effort. This partnership has allowed the Ritz to reach a wider audience through Frame’s international presence and distribution network. With plans for expansion and a strong focus on nurturing new talent, the Ritz Paris continues to solidify its position as a leading luxury brand in the hospitality industry.
Useful links:
– Ritz Paris: https://www.ritzparis.com/en-GB
– Frame: https://www.frame-store.com/
