Fashion Meets Hotel Design

I have spent the most of my working life thus far in the financial world, and have always saw the allure of creative industries: Art, Pottery, Show Biz, Storytelling, and Fashion, to name a few. And how wonderful it is for me now to be in the creative field of Interior Design. Of course I could not miss the opportunity to learn more about two of my favourite creative fields - the fusion between Interior Design and Fashion - at the 2024 Surface Design Show.  Moderated by Jess Miles, Deputy Editor at Hotel SPACE Magazine, the topic ‘Couture Comfort: Exploring the Symbiosis of Fashion and Hotel Design’ was discussed with panel speakers: Nicholas Oakwell, Creative Director at Nicholas Oakwell Couture & NO Uniform;  David Harte, Co-Head of Interiors at Studio Moren; and Wren Loucks, CEO & Creative Director at Be-Kin.

Every new season brings a new wave of creativity in fashion, with some designs becoming classics whilst others a fast moving trend. It is, however, undeniable how fashion is constantly pushing boundaries, playing with fabrics, contours, and the final product form. Looking at interior architecture and design, many have recognised hotels as being the fashion counterpart of the interiors world. The domino effect of fashion extending beyond hotel interiors is also seen, as ‘hotelification’ becomes a trend in other commercial spaces such as workplace design. 

Extending beyond design creativity, David Harte spoke about the relationship between luxury goods and the clientele, and how a similarity in relationship can be observed between a hotel design and expectation of its guests. In keeping with the expectations of hotel guests, Nicholas Oakwell gave an interesting insight to the design of hotel staff uniform - that uniforms must reflect the hotel branding and complement the interior design, whilst not competing with the luxury clothing designs of clients. Given that high fashion is not designed for frequent wear, consideration is made in the choice of fabric that appear to be of a high quality material (such as cashmere) but is in fact of a more durable alternative that must still serve the customer. 

When posed with the question on the influence of social media, David noted the larger push for luxury goods and luxurious experience post-Covid, as well as the desire to tell a story. Similarly, hospitality interior design aims to sell that elevated experience. Wren Loucks shared her views on hotel design as being an immersive experience in a magical world where hotel staff also plays a role. Wren cautioned the danger of fast fashion trends on social media, and instead, the need to focus on the design brief and the experience that the hotel is trying to achieve. David agreed on the importance of a brief rather than adhering to a design that is too on trend at the start of the design process, particularly as hotel construction periods can be as long as 10 years. 

“[We] want interiors to have a sense of longevity that will withstand fashion changes.”

- Wren Loucks

With fashion trends being fast moving as well as seasonal, the panelists addressed methods of harnessing in-the-moment ideas whilst keeping designs resilient over time, including:

• Use of seasonal styling (such as seasonal uniform, cushions, artwork etc.) rather than refitting suites, to maintain design longevity;

• Considering cognitive inclusion and neurodiversity when making interior changes, to ensure users of the space are comfortable; and

• Remaining consistent in the design style - e.g. staff uniform for the same hotel in London vs Maldives will differ due to the different climates, but the style will remain the same to reflect the hotel brand. Same concept can be applied to interior design of the same hotel in two different locations, and across seasons.

“We all want to be stylish and not fashionable.”

- Nicholas Oakwell

The panel speakers further discussed the need for sustainability and longevity in a sector that sells experiences. Wren and Nicholas spoke of the need to consider the repurposing of materials at end of life, whilst David emphasised the need to distinguish between high fashion and fast fashion.

“Fashion can be art, but hotel and hospitality design have to be functional.”

- David Harte

The stage talk concluded with the panelists’ individual reflection on where their inspiration comes from. Certainly the influence of fashion on interior design, and the influence of a hotel interiors on staff uniform have been evident. Ultimately as designers, we all can agree that we draw our ideas from sources all around us, whether it be in our every day-to-day, creative fashion styles, museums or from history books. With that in mind, I will be sure to do a second-take on that building I pass by each day.