Fashion houses at home: Missoni, Versace and Jacob & Co

Branded residences began with hotels. A hotel group runs the building, and the name stands for a service. The newer entrants are fashion and jewellery houses, and they work differently. They license a design language and a standard of finish to a developer, and the building is then run by a specialist manager. Buyers get the look and the detailing of the house. The service comes from the building's own team.

The market has grown quickly. Industry figures put the number of branded residential schemes worldwide at more than 900 at the end of 2025, up from around 350 ten years earlier, with brands outside hospitality expected to make up close to 40% of new supply by 2028. Fashion is among the categories with the most room to grow.

Why the houses do it

For a fashion house, residences open a category it does not otherwise earn from, and they place the brand in the cities where its clients already live: Miami, Dubai, London. For the developer, the name tends to bring faster sales and easier financing. Industry research puts the global average price premium for branded homes at around a third over comparable unbranded ones.

The premium is only worth paying where the design is carried right through. The three schemes below are ones we represent, and each was chosen with that test in mind.

Missoni at Finca Cortesín, Costa del Sol

Marea, with interiors by Missoni, is a low-rise collection of around 64 two- to four-bedroom homes inside Finca Cortesín at Casares, between Marbella and Gibraltar. Dar Global is the developer and HCP Arquitectos the architect, with the interiors curated by Missoni Home. Owners have access to the estate's golf course, beach club, hotel and spa.

Missoni's colour and pattern suit a Mediterranean house better than a city tower, and the low scale keeps the setting private. Of the three, this is the one most clearly bought as a home.

Versace in Nine Elms, London

The Versace tower at Nine Elms on Bondway, designed by Kohn Pedersen Fox, was the first London residential collaboration for Versace Home, which designed the lobby, the amenity floors and the apartment interiors. The 50-storey tower has an indoor pool, spa, cinema, communal gardens and a 24-hour concierge. Luxury London featured one of its five-bedroom duplex penthouses in September 2025.

Bloomberg reported in 2023 that sales had been slower than the brand suggested. Since then the tower has been finished and handed over, with residents in since 2022. A buyer today sees exactly what they are paying for, in a completed building beside Vauxhall station, with no construction risk left in the price.

Jacob & Co in Business Bay, Dubai

Burj Binghatti Jacob & Co Residences takes the jewellery house to its logical extreme. Binghatti's tower in Business Bay is set to be the tallest residential building in the world, at around 557 metres. Its crown is cut like a diamond setting, and each home is named after a gem or a timepiece, from two- and three-bedroom residences to sky mansions with private pools and five penthouses at the summit.

This is the most expressive of the three, and it is priced as a landmark. For a Dubai buyer, that record height is what makes the residences hold their value: there will only be one tallest residential tower.

Our reading

A fashion name earns its premium when the design runs from the lobby to the front door, the building is run well by its own team, and the location would be strong without the brand. All three schemes meet that test in different ways: a private Mediterranean estate, a completed tower in a regenerated Zone 1 district, and a landmark in Dubai's central business district.

Current availability, prices and floorplans are on each development page, with plans sent on request.