Redefining fashion’s role in hospitality:
5 Minutes with Nicholas Oakwell

There is perhaps no one who understands the art of multitasking as celebrated British designer Nicholas Oakwell. In the fashion world, he is known for designing press-stopping couture collections, seen regularly on the red carpets and worn by A-list celebrities such as Helen Mirren, Gillian Anderson and Hannah Waddingham.

Within the global hospitality arena, meanwhile, Oakwell has worked with some of the most esteemed hospitality brands, such as Raffles Hotels & Resorts, Rosewood Hotels & Resorts and Mandarin Oriental, to create iconic and timeless wardrobes.

To understand the value of a bespoke wardrobe, we caught up with Oakwell to identify how his ever-evolving style is helping to transform brands worldwide.

NU: What does NO Uniform stand for, in its name and culture?

NO: NO Uniform, is very much a play on my initials but also a spin on conventional uniforms, as we are not a standard uniform company. We have a different approach – no wardrobe will ever be the same – and we are proud of that!

NO Uniform: What makes a uniform great? 

NO: It’s all about the individual wearing the uniform feeling great. Of course, the wardrobes have to look good, but they also have to perform functionally and be comfortable to wear for up to 12 hours a day.

NO Uniform: Explain how your creative approach is unique…

NO: Before anything, my very first interaction with the client is a moodboard workshop, where I will have pre-selected images, many outside of the box, and I will present all these images to the client on a boardroom table, asking the client to turnover the images they do not like, carefully listening to their reasoning why. This really allows me to understand their brand, but also their vision, which they may not fully know yet, and I believe this is what I do differently. I listen not to just what they like, but also what they don’t like, and why.

I immerse myself in their brand, the environment, the concept of the hotel, their target market and compile all this into my designs, to ensure it carries through to the guest experience, which is paramount.

NU: How is your business approaching sustainability consciously? 

NO:  There’s so much waste and pollution in the fashion industry. I have always enjoyed pushing boundaries – ruffling feathers, if you like – to eliminate greenwashing.

We have whole team at NO Uniform who are continually ensuring we are up to date on fabrics. Just recently, we sourced a new leather alternative that is made from olive skin, and a new shirting fabric that has been manufactured to repel against liquids, including wine. I feel it. The team here, from commercial through to product development, are very proud of the research we commit to. We are very honest with our clients, and we want to be on the journey with them to make good design and ethical decisions throughout the entire process.

NU: What is your approach to gendered uniform design?

NO: Our approach here is rooted in inclusivity, flexibility in sizing, and respect for individual preferences.

Our official line is that we are committed to creating uniforms that empower all individuals to feel comfortable, confident and represented, regardless of their gender identity or expression. I can simplify this, though, by saying that we just want everyone – and every body – to feel fabulous when wearing my designs.