Hospitality Haute Couture: Luxury Hotels Meet High Fashion
In a world where personalized experiences and customization fuel travelers' desires, luxury hotels are witnessing a wave of innovation to elevate their brands. Renowned names in the hospitality industry, such as Rosewood, Park Hyatt, and JW Marriott, are consistently collaborating with esteemed fashion houses to create exclusive uniforms for their staff.
Nicholas Oakwell designed the uniforms at Raffles Doha, tailored with intricate patterns befitting the hotel's 5-star status.
A Silent Revolution
Industry insiders refer to the progressive uniform movement in London as a “silent revolution”. Investing in fashion provides luxury hotels with the opportunity to distinguish themselves. Through staff uniforms, they create a unique atmosphere, convey brand values, and enhance guest experiences.
Reception uniforms at Nobu Hotel (London) draw inspiration from Japanese culture, reflected in kimono and obi-like details.
A standout figure in this revolution is Nicholas Oakwell, the founder of NO Uniform, who is considered one of the most influential designers in the luxury hotel uniform sector in London. Oakwell has revamped the attire for prestigious hotels like Claridge's, The Rosewood, Nobu, and The Connaught. He describes the requirements he often receives before designing uniforms for these hotels:
“I call these designs Miracle Uniforms. The requirements typically include uniforms that suit all body types and skin tones, are elegant, represent the brand, allow for easy movement, stay cool in summer, warm in winter, are easy to clean, and still look perfect after 18 months of use. Truly miraculous uniforms!”
Management attire at Nobu Hotel (London)
Rosewood London x Nicholas Oakwell
Nicholas Oakwell's haute couture uniforms for Rosewood London take us back to classic London. Inspired by the British Manor House style, Oakwell utilized local materials such as tartan and tweed.
Male staff (doormen) wear flat caps, camel overcoats paired with white checkered shirts, dark tartan trousers, and charcoal blazers. Female staff have more options, including finely tailored outfits blending wool and silk with a classic touch.
Autumn uniforms for doormen at Rosewood London
The Watergate Hotel x Janie Bryant
Janie Bryant, an American costume designer renowned for her work on the television series Mad Men, collaborated with The Watergate Hotel in 2022.
The Watergate Hotel, a historic 5-star venue known for hosting powerful guests, dignitaries, politicians, and celebrities, saw Bryant draw inspiration from its classic aura. Her collection features a palette of red, gray, camel-gold, and black. Elegant lines, A-line skirts, four-button suits with checkered patterns, black overcoats, and camel-gold trim trousers quickly dominated Bryant's sketches. Female bar staff wear form-fitting red and gray checkered dresses, while doormen greet guests in stylish Hamburg hats.
Sketch of doorman uniforms designed by Janie Bryant for The Watergate Hotel
JW Marriott Houston Downtown x David Peck
Inspired by the then-popular design trends of Houston and the city's 104-year-old Samuel F. Carter skyscraper, designer David Peck created bespoke uniforms for JW Marriott Houston Downtown, evoking a sense of upper-class sophistication through form and color. In addition to designing the uniforms, Peck provided a 150-page style guide to help staff find inspiration and apply their own fashion flair.
David Peck (third from left) with the new uniforms he designed for JW Marriott Houston Downtown
Park Hyatt New York x Narciso Rodriguez
Elegant, classic, and feminine aptly describe the female uniforms at Park Hyatt New York, designed by Cuban-American fashion designer Narciso Rodriguez, who previously dressed former First Lady Michelle Obama on election night.
Rodriguez's designs for the hotel include sleeveless, short-sleeved, and three-quarter-sleeved dresses, some with hoods and delicate back cuts. The knee-length dresses, all in refined black, are made from comfortable, stretchy fabric, suitable for all body types and enhancing the wearer's natural silhouette.
Sketches of female uniforms designed by Narciso Rodriguez in collaboration with Park Hyatt New York
JW Marriott Juhu x Falguni Shane Peacock
Falguni Shane Peacock and JW Marriott Juhu celebrate Indian hospitality through their uniform designs.
The new design, named “The Intrinsic Flow”, is a tribute to ancient Indian silhouettes, reflecting the evolution of the Indian sari. The designers created asymmetrical tunics paired with flared trousers with subtle gray trim, all in elegant black. The look for the Guest Relations team is completed with a pink-gray scarf bearing JW Marriott's logo and Falguni Shane Peacock's signature houndstooth pattern.
Falguni Shane Peacock (far left) and the striking design (center). Photo source: Dabboo Ratnani Studio
