From Catwalk to Sidewalk
Fusing with fashion, SIRO Hotels is bringing its innovative wellness philosophy to Paris Fashion Week. Designed for the modern traveler, SIRO Hotels’ hospitality combines fitness, sleep, mindfulness, and nutrition into a holistic stay. Matching the energy of Paris Fashion Week, with 76 runway shows and 36 presentations, SIRO brings wellness activations to the streets and collaborates with fashion maisons, including Victoria Beckham.
Celebrating the start of SIRO’s European journey, these energizing stations and immersive collaborations bring together tastemakers and trendsetters. Creatives can chat, share a shake, and have a friendly social media-led competition. See the prizes and details below.
SIRO Refuel Station
Fueling the fashion week aficionados, SIRO Refuel Station will roll out three exclusive sidewalk stops during PFW. Strategically designed to intercept the global fashion audience on the go, guests can choose from two shake options on their route. The vegan ‘Look What You Kale Me Do’ stars pea protein, kale, celery, broccoli, mango, and banana, while the ‘Showgirl A-Peel’ is packed with strawberries, banana, yogurt, honey, and whey protein. Stops and locations include:
- STOP 1:
- October 1 from 11AM until 3PM
- Palais de Tokyo – Paris 16th
- STOP 2:
- October 3 from 11AM until 3PM
- Opéra Bastille – Paris 12th
- STOP 3:
- October 5 from 11AM until 3PM
- Palais de Tokyo – Paris 16th
As previously mentioned, the SIRO team is hosting a social media competition to further engage the global fashion community. Participants have a chance to win:
- A 4-night half-board stay at SIRO One Za’abeel in Dubai for two guests, including airport transfers in Dubai, a consultation with the in-house nutritionist, access to group classes, and two recovery treatments.
- A 4-night half-board stay at SIRO Boka Place in Montenegro for two guests, including airport transfers in Montenegro, a consultation with the in-house nutritionist, and two recovery treatments.
Victoria Beckham X SIRO
Joining the house of Victoria Beckham as special wellness partner for PFW, SIRO perfectly complements the creative director’s elevated approach to health and well-being. Supporting the SS26 show on October 2nd, SIRO will bring its signature protocols to a performance-driven refuel-and-recovery pop-up across styling suites and backstage.
“Paris Fashion Week is more than a style summit; it’s a global cultural catalyst,” says Mattheos Georgiou, Senior Vice President of SIRO and Rare Finds. “We wanted to introduce SIRO in a way that felt bold, fresh, and aligned with what we believe in. The Refuel Station is a natural extension of what SIRO stands for: energy, movement, community, and recovery, delivered with elevated simplicity. With SIRO, guests don’t simply check in. They check into a lifestyle where every moment is an opportunity to refuel, reset, and rise.”
Stay tuned for more @sirohotels, and don’t miss SIRO’s unique presence at the Spring/Summer 2026 showcase on October 6th, going beyond the traditional runway.
XOXO,
Your Fashion Bestie
