Hotels are likewise stepping up their uniform game with creative collaborations that evoke a distinct sense of place. When NO Uniform, founded by British couturier, Nicholas Oakwell, set out to refresh the looks for Raffles Doha, it drew inspiration from various cultures, combining traditional Indian patterns with the elegant tailoring found in London’s storied hotels, signaling Doha’s identity as a multicultural destination. When Guillaume Henry, artistic director of Patou, collaborated with SO/Paris on staff uniforms, he honed in on the hotel’s unique location on the right bank of the Seine, channelling the iconic marinière look—striped sweaters, ornate gold buttons, and even sailor’s berets with cherry red pom-poms. It’s all designed to feel unmistakably Paris—and guests can even purchase the uniforms as souvenirs.
Newly opened COMO Singapore Metropolitan takes the fashion-hospitality synergy to the next level. There, employees sport Yohji Yamamoto-esque uniforms with sharp angles and asymmetrical silhouettes designed by the creative director of Club21, the in-house multi-brand store featuring top designers like Simone Rocha, Marine Serre, and Jacquemus. Guests, in turn, can shop the collection, in-store or in-room, and book a personal shopper to guide them.
These fashion collaborations do more than just establish a visual identity. When British Ghanaian designer Ozwald Boateng unveiled the updated British Airways uniforms back in January 2023, he emphasized that he was designing a “collection,” not a uniform, a subtle rhetorical shift to get staff more excited about dressing up for work. Boateng went to great lengths to make employees feel part of a collaborative process, shadowing employees from all areas of the business to develop an intimate understanding of their needs.
Hospitality brands are also carving out space for individual expression and choice. Kolotoura of Zeus+Dione said, “We took a progressive leap by offering the crew a diverse range of options, from trousers to dresses and skirts; pieces that form a multifaceted mosaic in the crew’s attire.” This spirit of flexibility extends to Air India’s updated look—here, female cabin crew have the choice to pair their ombré saris with optional pants for added comfort.
Ultimately, the focus of these uniforms is on the people who wear them. They are, after all, the best brand ambassadors: the first smile a traveler encounters when they step on the plane or touch down in a new city. So, if that first impression leaves a lasting impression—and if guests find inspiration for their own wardrobes along the way—all the better.
