Top London fashion designer, Aimee McWilliams, designs exclusive collection for Guoman Hotels.

Leading London-based fashion designer Aimee McWilliams has been commissioned to create an haute couture clothing collection to communicate the individual style, character and history of the four hotels which currently form the Guoman collection.

Aimee, a graduate of the Central Saint Martin's School of Art and Design, is recognised as one of today's hottest young designers. She 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. Each garment has been inspired by the luxurious interiors and heritage of the hotels and all will be exhibited in The Cumberland hotel's lobby from April 1st for a month, after which they will be displayed in their respective hotels before being auctioned for charity, proceeds of which will go to Help for Heroes, Guoman Hotels' chosen charity.

Charing Cross

Charing Cross
The Charing Cross outfit integrates two dresses into one and was inspired by the romantic feel of the hotel. Built beside one of London's oldest railway stations, the interior of Charing Cross is very ornate, especially in the ballroom and the breakfast room. The champagne pink painted ceilings with accents of white and yellow, the rippling skirting boards and decorative ceiling cornices add an air of romance to a hotel in the heart of the capital.

The Cumberland

The Cumberland
The Cumberland is the most fashion forward of all the hotels, the dress was therefore made of very powerful colours to emphasise the hotel's vibrant qualities. You can't escape the buzz of the lobby reception, especially with its unique lighting system. Colour is a very important focus at the hotel, it changes the mood and can be co-ordinated with the branding of the companies occupying the function suites.

Royal Horseguards - Churchill Bar

The Royal Horseguards
Adjacent to Whitehall and overlooking the Thames, The Royal Horseguards hotel is a spectacular piece of British heritage. Drawing inspiration from the freestanding marble staircase, the intricate Gladstone Library, the antique Chinese furniture, the dramatic tassels on the curtain furnishings and the ornate iron-work in the exterior, Aimee instinctively knew this outfit should be a three-piece suit, comprising of a jacket, skirt and shirt ensemble.

The Tower hotel - lobby stairwell

The Tower
The Tower dress is made up of multiple layers of French silk chiffon over a very sculptural tailored under-dress. Aimee drew most of her inspiration from the surroundings as well as the interior of the lobby with its tinted mirror panelling covering the geometric staircases and balconies. There was a very distinct colour palette in this hotel that fed directly to the outcome of the dress.

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