Press Release Date: 21 Nov, 2008
Guoman Hotels, the collection of deluxe London hotels, has commissioned leading London-based fashion designer Aimee McWilliams to create a capsule, haute couture clothing collection to represent the unique hotels within its portfolio.
The designs will communicate the individual style, character and history of the four hotels which together make the Guoman collection: Charing Cross, The Cumberland and The Tower. The Royal Horseguards at One Whitehall Place will be the fourth property to join Guoman Hotels in early 2009 following a £16m refurbishment.
Aimee, a graduate of the Central Saint Martin’s School of Art and Design, is recognised as one of today's hottest young designers. Aimee set up her own label after winning the award for the best collection upon graduation and more recently won the Designer of the Year Award at the Scottish Style Awards 2007. Aimee’s collection for Guoman Hotels will consist of four high - value dresses; one for each property. The dresses will be unveiled early 2009 and then displayed within their namesake hotels, before being auctioned for charity.
Aimee McWillams said, “I have been inspired by great interiors for most of my creative life. The opportunity to create high end luxury garments that reflected the diverse and stylish interiors of each of the hotels makes this a dream project.”
Sanjay Nijhawan, chief operating officer, Guoman Hotels, said, “We wanted to find a way of communicating the true individuality of the different hotels within the collection, and also celebrate The Royal Horseguards joining the collection early next year. Aimee is one of London’s – and one of the UK’s – most sought after up-and-coming designers and we’re delighted to have her on board. With her unmistakeable signature style, her designs will bring the hotels to life in a unique way.”
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