Australia's king of couture, Alex Perry, is the latest fashion designer turning their aesthetic flair to hotels.
Jewelled and boned corsets have made way for interiors in Perry's first hotel collaboration, which debuted in Brisbane's hip Fortitude Valley last month.
The 12-storey, 4.5 star Alex Perry Hotel and Apartments is the first complete Australian hotel collaboration with a home-grown fashion designer (the Gold Coast hosts a Versace branded resort, while Collette Dinnigan recently has designed the penthouse suites at Bannisters).
Globally, it's a growing trend with the likes of Missoni, Lacroix and Bulgari all turning their hand to hotel design.
Perry's first branded hotel is aimed predominantly at corporate travellers, particularly women. All 140 rooms come with GHD hair straighteners, make-up remover towelettes, Alex Perry toiletries by Molton Brown and black satin hangers for delicate clothing.
Perry says he wanted to harness Brisbane's confidence, optimism and contemporary edge in the hotel's design.
Located in the Emporium precinct, near trendy James Street with its mix of historical and modern architecture, boutiques and designer stores, Perry aimed for a sumptuous and cosmopolitan experience where guests could retreat away from the city's heat and intense glare.
"Queensland's heat, humidity and sun can exhaust even the most seasoned traveller, so I was conscious the environment needed to be immediately cooling and relaxing."
An elegant chocolate brown and blonde palette sets the backdrop for classic, yet chic, interiors that include wallpaper feature walls, plush designer rugs and Clover mirror trays. All studio-style, one and two-bedroom apartments come with full-size kitchens, an internal laundry, Foxtel and custom-made Sleep Elite beds. A stylish rooftop space with a 15-metre lap pool makes the most of Brisbane's weather and skyline, complemented by oversized sun lounges, glass lanterns and scatter cushions.
Other Perry-branded residential apartments and hotels are in the pipeline, including a Sydney property.
Rooms cost from $199 per night.