An iconic brand, refined for Europe
Sheraton has been a familiar name in the international hotel world for decades. As one of the most recognizable brands within Marriott International, it stands for hospitality, comfort, and a refined look that feels instantly familiar, wherever you are in the world. In Sheraton hotels, international allure and warm service naturally come together. That exact combination became the starting point for this new wardrobe collection.
The brief was clear: create a collection that feels unmistakably Sheraton, while fully fitting the needs and reality of hotels across Europe. Not a literal translation of existing uniforms, but a new wardrobe that expresses the brand in a more contemporary way. Softer, more flexible, more refined, and better suited to the people wearing it every day.
From American DNA to European finesse
When Marriott International approached us to translate the existing American Sheraton lookbook for the European market, the challenge wasn’t about reinventing the brand, but refining it.
How do you maintain the recognizable Sheraton look while aligning it with European expectations?
This meant, among other things, a stronger focus on fit, different material choices, and a more subtle, timeless aesthetic. Less pronounced, but more refined—exactly what you see in many European hotels.
One collection, endlessly adaptable
This collaboration came with a clear challenge: how do you translate a strong international brand into a wardrobe that fits the expectations, day-to-day reality and overall feel of hotels across Europe and the wider EMEA region? The answer wasn’t in copying, but in carefully refining.
The collection needed to remain unmistakably Sheraton, while feeling fresher, more contemporary and better suited to the people wearing it every day.
That’s why we developed a wardrobe collection that brings together classic hotel elegance and modern comfort. A collection that not only looks right, but works in practice. From front office and food & beverage to events, fitness, engineering and heart of house, every part of the collection is designed with function, appearance and ease of wear in mind.
One wardrobe that works!
At Sheraton, it’s not just about how things look, but how they feel. Warmth, calmness and professionalism come together in the interior, the service and the clothing. That idea shaped a collection that feels like a natural extension of the brand, rather than a separate uniform line.
The wardrobe collection combines classic tailoring with contemporary comfort. The result is a wardrobe that is stylish, comfortable and flexible, designed to support every role within the hotel.
From front office to food & beverage, from meeting & events to heart of house, fitness and engineering—each department has its own translation, while staying part of one clear, consistent line.
Three colourways, one recognizable identity
The collection is built around three carefully developed colour directions. Each has its own character and application, but together they form one clear Sheraton signature.
This structure allows hotels to choose what best fits their location, interior and team, while keeping the brand identity consistent throughout.
The Almond Edition
The Almond Edition brings softness and warmth to the collection. The combination of almond and deep navy feels inviting, modern and refined. It creates a natural sense of calm and gives the uniform an immediate hospitality feel. Ideal for guest-facing roles, as the palette feels approachable and elegant without becoming too formal.
The Graphite Blend
The Graphite Blend adds a more business-oriented and contemporary layer. Navy and grey tones come together to create a clean, professional look with a modern edge. This colourway feels refined and versatile, giving teams a strong and polished appearance. It’s the most urban and understated of the three, with a clear sense of calm and balance.
The Midnight Essential
The Midnight Essential is the most timeless expression of Sheraton. A predominantly navy wardrobe creates a calm, classic foundation with a strong sense of elegance. This colourway is powerful in its simplicity, making it highly versatile. It’s a reliable, refined base that fits effortlessly into a wide range of hotel environments.
Subtle details
What defines this collection isn’t just the overall look, but the refined details. Signature polkadot shirts, soft vanilla tones and subtle lilac accents add personality and recognition. Never loud, always considered—exactly how a brand like Sheraton expresses luxury, through nuance and atmosphere rather than excess.
The result is a collection that feels calm and refined, yet still full of character. Every detail contributes to the bigger picture, not as a standalone element, but as part of one cohesive hospitality story.
From front office to back of house
A strong hotel wardrobe only works when every department can relate to it. That’s why the collection was designed for the entire hotel, not just one type of employee.
Front office has a more tailored, representative look, while food & beverage is translated in a more accessible and functional way. Meeting & events carries a clean, formal signature, and heart of house is intentionally more practical, with a clear distinction between management and staff. Fitness and engineering are also included, ensuring the entire hotel fits within one visual family.
That’s where the strength lies. Not everyone needs to look the same, but everyone is clearly part of the same brand. This makes the collection strong, credible and scalable.
Tailoring where needed, comfort where it matters
Different material qualities were intentionally used throughout the collection. For the more formal looks, a classic tailoring fabric creates a structured, refined appearance. Alongside that, a flex fabric offers greater freedom of movement, lightness and comfort. This allows each role and look to strike the right balance between elegance and practicality.
That balance is essential in hospitality. A uniform needs to look polished, but also move with the job. It should stay sharp throughout the day, feel comfortable during long shifts and adapt to different environments within the hotel.
This collection stands out by not avoiding that challenge, but solving it.
“You don’t build a strong hotel image by dressing people alike. You build it by making every role feel part of the same story.”
Stephan Hielema
Creative freedom within a consistent look
Flexibility was a key starting point. The collection is built around a mix-and-match approach, allowing hotels and teams to combine different pieces within a chosen colour direction. This keeps the overall look consistent, while still leaving room for nuance, personal preference and practical needs.
That not only makes the wardrobe easier to work with, but also strengthens it as a brand tool. A uniform doesn’t have to feel rigid.
When people feel comfortable in what they wear, it brings a natural sense of confidence—and ultimately creates a stronger impact on the guest experience.
Designed for real-world use
What makes this project so engaging for us is the opportunity to truly define what a hotel brand like Sheraton needs in practice. Not just designing from an aesthetic point of view, but from everyday use—how a uniform moves, how it feels during long shifts, and how it fits into the environment it’s worn in.
Developing this wardrobe collection allowed us to bring those layers together. A wardrobe that not only looks right, but works in reality.
Where appearance and comfort support each other, and every detail contributes to a consistent, recognizable brand experience.
When everything comes together
In this collection, everything comes together. Not just colours and materials, but how it feels in everyday use. How clothing moves, how it feels to wear, and how it naturally becomes part of its surroundings.
What starts as a design ends in something that simply works. Nothing excessive, just exactly right. Where comfort and appearance meet, and where people feel at ease without having to think about it.
In the end, that’s what it’s all about. Clothing that doesn’t just get worn, but quietly contributes to the atmosphere of a place—effortless, natural, and exactly as it should be.
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