Lacoste would be strengthening its collaborations in the hospitality sector by teaming up with British chain The Hoxton, according to an article published by WWD. The crocodile brand and the chain are said to have approached Los Angeles-based artist Michael McGregor to design a limited-edition seven-piece capsule collection, the launch of which was previewed by WWD on a Monday.
The range would include reinvented Lacoste polos, graphic t-shirts, hoodies, pyjamas and a signature robe, all inspired by the spirit of hotel life and infused with McGregor's playful style. His designs, described as youthful and offbeat, blend painting and print, with playful characters and bright colours. Prices would start at 120 dollars.
Access reserved for guests
The collection would only be accessible to guests of The Hoxton's 19 hotels, through a bespoke in-room menu and direct delivery to the door. The collaboration would also extend to food and beverage: McGregor is said to have designed an in-room menu featuring hotel classics, including a cheeseburger and fries, a French omelette, a club sandwich, Negronis and Champagne.
The Hoxton, which is celebrating its 20th anniversary this year, started with a single property in east London before expanding its network to key cities across the United Kingdom, Europe and North America.
An artist accustomed to hotel collaborations
Michael McGregor would not be making his first foray into the hotel world. In 2025, he had unveiled an exclusive set of postcards made from notepads from The Luxury Collection properties, including the Palace Hotel in San Francisco, the Perry Lane Hotel in Savannah and the Hotel Ivy in Minneapolis. In 2024, he had published "Room Service", a book presenting his art collection of drawings made on stationery from international hotels.
A hospitality strategy already under way
Lacoste would not be having its first experience in this sector either. In August, the brand and The Plaza in New York had unveiled Le Café Lacoste, a hospitality concept inspired by French café culture. This limited collaboration had run during the New York tennis season, from 12 August to Saturday, and included immersive activations: an entrance on Fifth Avenue transformed in the brand's signature green colours, an installation in the lobby and an exclusive Lacoste pop-up shop in the Plaza's historic Edwardian Room.
