Fashion brands are opening their own apartment buildings. 

Fashion brands are opening their own apartment buildings. First, retail hotels became a marketing trend, and now brands like Fendi and Armani are offering consumers a place to live—all in pursuit of being a lifestyle brand. Diesel is the latest to open up a luxury apartment building, its first residential property, in Miami. They’re launching the space with a campaign where fans can buy $1 million-dollar t-shirts that come with a “free” home (they’d have to be big fans). (Fashionista)