Express Does the Hotel Victor
Specialty retailer, Express has designed a completely unique and reinvigorated uniform program for South Beach’s hippest hotspot, the Hotel Victor.
Located on famed Ocean Drive and designed by renowned Paris-based decorator, Jacques Garcia, the Hotel has thrived in everyway since its February, 2005 opening. The missing link was a uniform program that echoed the seductive, upbeat spice-toned décor at the Hotel and thus the collaboration between the hotel and Express. “Hotel Victor is the place to be seen in South Beach,” says Carlos Sarmiento, Hotel Victor’s general manager. “This line provides our staff with a chic, new look in keeping with our style-savvy clientele. We are thrilled to partner with Express for this exclusive and customized uniform design that will be the first of its kind collaboration for the hotel.”
The chance to create a new look for the hotel presented a unique opportunity for Express to showcase the complete range of their collections for women and men while focusing on great fits and sexy clothes. Many of the uniforms incorporate proven pant fits, the Editor for women and Producer for Men, making Express the perfect choice for the redesign. From tailored suits for the Concierge to more casual styles for the cocktail servers and pool boys and valets, the Express design Studio based the uniforms on existing fits while applying a custom color palette that would live succinctly alongside the sophisticated décor. When it came to the female cocktail waitresses and Vue servers, Express came up with a sexy dress concept that embodies both fashion and the ability to allow the women to function in their jobs. According to Pam Seidman, Director of Communications, “ Miami represents the ideal market for our customer who is perpetually looking to celebrity hot spots and the club scene for his and her ‘going out’ ideas and inspiration.”
The collection is due to arrive at Hotel Victor by mid-April and will be marked with an exclusive poolside event on April 21st from 10pm to 1:00am.
Express is a stylish, innovative and sexy fashion brand completely driven by original design. Each season, the Express Design Studio on New York’s Fifth Avenue develops carefully edited collections of high quality sportswear for fashion-forward young men and women. From the product to the store experience, the Express brand is a fashion leader. Express is a dual gender $1.9 billion dollar retail company with 755 stores nationwide. For more information, please visit: www.expressfashion.com
Leave a Comment