Mastering Contemporary Uniform – A fusion of heritage and timeless elegance

ontemporary design is an important part of our handwriting at Studio 104. We know how essential it is for a uniform to be stylish and relevant, after all, staff are a direct, customer-facing representation of the brand. This is why we take such pride in delivering a uniform that is perfect for each of our clients. We view each project we work on as both a collaboration and a partnership; it is important to have synergy with the client to ensure our visions align.

As a team we are surrounded by specialists and are ourselves experts having formerly worked in the fashion industry, so it is natural that we know the latest fashion trends. However, we firmly believe that delving into the brands identity is far more valuable than following a trend. Trends are always changing, but brand identity isn’t. This is why we use ‘clever concept creation’ to inform our design decisions. We study the brand in detail, learning its unique history and heritage whilst also losing ourselves in the architecture, artwork and branding and create a concept with our findings. Using this concept, we tell a story which celebrates heritage in a contemporary way.

Uniforms must feel appropriate all year round, and so it would feel odd to build an entire range around one of the latest seasonal trends. We also appreciate how big of an investment a new uniform is, and so it is key that it doesn’t date quickly. Whether we are designing a uniform for a luxury resort in Greece, or a worldwide private aviation company, we focus on designing and producing contemporary uniforms that are brand-right and timeless – meaning not only will they last a long time and be durable, but the designs won’t age either.

Let’s look at some examples of how our uniform ranges can both speak to our clients brand and be fashionably relevant.

Leopard print – not just for the ladies

Men’s style has become more explorational over recent years, with celebrities such as Harry Styles and Pedro Pascal leading the way. Whilst animal print has always been a firm favourite within womenswear, today we are seeing more animal prints and patterns consistently featured within menswear ranges too.

When Broadwick Soho approached us to design a fun, contemporary uniform which aligned with their Soho based townhouse, we knew it had to be something vibrant, to mirror the eclectic interior designed by Martin Brudnizki. Celebrating his signature style of clashing patterns and maximalism it felt necessary to include a bespoke leopard print jacquard into the uniform range.

The double-breasted jacket – a classic with a comeback

The double-breasted jacket is a timeless piece. Having said this, whilst it has always remained a classic, we have seen an uprise in this style on the runway, in stores, and worn by the fashionistas of today.

Double-breasted jackets are often worn when wanting to make a statement and are commonly associated with a more formal style of dressing. Traditionally they would have a peak lapel rather than a notch, to further add to the formality, and jetted pockets for a clean finish. However, we are now seeing more double-breasted jackets with patch pockets, perhaps leaning into today’s more casual approach to dressing.

It is worth adding here that whilst there are trends within tailoring, there are many rules to be followed. Different regions also have different approaches to tailoring, with specific key design features.

Here you can see how we designed a double-breasted jacket into our uniform range for the Dorchester. We approached the design from a formal, traditional British angle. The jacket featured a satin shawl lapel, truly emphasising the refined elegance of the historic British hotel.

Quiet luxury

Quiet luxury is more than a trend, it is a mood and a lifestyle. It is characterised by understated elegance and refined consumption, emphasising exclusivity and selective taste without blatant displays of wealth. Many luxury brands are leaning into this mood, opting for a more sophisticated design aesthetic with discreet branding, Loro Piana and Brunello Cucinelli to name a few. These brands focus on high quality garments with beautifully considered design details.

We were able to embrace this aesthetic when partnering up with the Ikos Resort Group. Embodying luxury, but with a contemporary and chic approach, the uniform we produced seamlessly blended into the modern and understated surroundings.

The Studio 104 team are world-leading specialists in creating bespoke uniform for luxury aviation, luxury hotels, hotel groups, luxury retail, high-end restaurants, luxury experiences, and corporate clients. We provide a dedicated, high-end service supplying exclusively designed, custom and contemporary uniforms.

To discover further Studio 104 bespoke projects visit our portfolio page, and for our detailed process, from uniform concept to manufacture and delivery, head to our process page.

‍Written by Jodie, Junior Designer

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