Review of Sporty & Rich X Hotel du Cap-Eden-Roc Spring 2023 Ad Campaign with Creative Director Emily Oberg
Sporty & Rich visits the Hotel du Cap-Eden-Roc for a collaborative capsule and campaign that brings the brand’s affluent Los Angeles cool girl archetype to the luxurious world of the French Riviera.
The collaborative capsule blends the aesthetic sensibility Sporty & Rich (whose name pretty much says it all) with the graphic signifiers of the historic riviera-side hotel and applies it to a range of vintage-inspired athleisure staples.
The campaign imagery proves that the brand identity of these two luxury entities were pretty much made for each other; the Sporty & Rich protagonist of an athletic yet effortlessly composed young heiress is right at home at the hotel’s tennis courts, pool, cafe, and seaside walks.
The world of luxury hotels and mindful travel have slowly been intersecting with the fashion industry as brands expand from a single fashion focus into lifestyle constellations. This collaboration and campaign are another example of how these worlds are successfully courting each other, seamlessly applying the Sporty & Rich mindset to Hotel du Cap-Eden-Roc’s atmosphere of peak chic luxury.
Sporty & Rich Creative Director | Emily Oberg