Not so Naf: How a beloved fashion brand is shaking up the French hotel scene

I am in Provence, at mellow-stoned Crillon le Brave, gazing out of the window at a jumble of warm terracotta roof tiles. Above them, swallows flit, feeding on the wing, and beyond them, tidy rows of vines dominate the sweep of land that runs to the foot of Mont Ventoux. The hotel, which sits at the centre of the village, is formed from nine stone houses, many with grey shutters and branches hanging heavy with fragrant wisteria.

It reopened for the season this summer under the Maisons Pariente umbrella, the first of three hotels that this new hospitality house will bring to the French market this year. While the name Pariente might, as yet, be unfamiliar in the hotel world, it is a legend in the…

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