Uniform appeal

Feb 14, 2010

DREAM UNIFORMS

One issue hotel uniform designers are very clear upon is the vital need for garments to represent the vision of the hotel they are created for.

Feizal Virani, head designer and head of Hotel Division Uniforms for Dream Uniforms, says that his approach is to give an “individual designer look and create branding for the hotel and give it its uniqueness”.

He says that uniforms are becoming more individual and less formal, so it is hard to pinpoint specific trends, but that the biggest concern is when the hotel operator has no regard for the uniforms — especially when so much has been invested in interior design.

“I feel back of the house to them is not important and a lot of times they forget the ethnicity of the staff when designing the uniforms,” something also noted by Elie Rassam.

Also like Rassam, Virani says that the major challenge for hotels is to “give the front office the wow factor”.

“The uniforms should be unique in style but practical and represent the vision of the hotel. I feel the best way [to achieve this] is to work with the designers and general manager to get a total understanding of the look, then to feel free to express imagination. Working with a ‘football team’ of staff becomes very confusing and the directions are all varied,” continues Virani.

Best sellers for Dream Uniforms are embroidered jackets with Arabic motifs “for a cultural feel” says Virani, while new products from the company comprise “fusion dressing, modern and contemporary” looks.

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