Hotel Indigo has teamed up with fashion powerhouse ASOS in a bid to target Millennials in the US.
Seven Hotel Indigo properties across the pond have partnered up with the online retailer to launch ASOS x Hotel Indigo Edits, fashion collections curated by local social media influencers aimed solely at attracting the younger, trendy generation.
The hotel name, part of InterContinental Hotels Group, has helped the fashion brand to create collections that reflect each hotel’s local destination with 140 pieces in total being available.
For example, guests staying at Hotel Indigo New York Lower East Side can find inspiration from influencer Eugenie Grey of Feral Creature, who has created a collection that has been inspired by the neighbourhood’s hip hop and vintage culture.
For the Hotel Indigo Los Angeles Downtown, influencer Jamie Kidd curated a collection that evokes the glamour of Old Hollywood, the roaring 20s, and speakeasy culture.
Other destinations in the campaign include Denver, Nashville, Alexandria (VA), Savannah and El Paso.