The Capsule Haute Couture by Aimee McWilliams

Young British designer, Aimee McWilliams, has been commissioned by a central London Hotel group to create a `capsule haute couture` collection inspired by 4 hotels. The dresses I must say are incredibly beautiful, and I can see why Aimee won the Designer of the Year Award at the Scottish Style Awards in 2007! Aimee comments –

“I have been inspired by great interiors for most of my creative life. The opportunity to create high end luxury garments that reflect the diverse and stylish interiors of each of the hotels makes this a dream project.”


The finished designs truly capture the individual style, character and history of Charing Cross, The Cumberland, The Tower and The Royal Horseguards which together form the Guoman Hotels. Each dress is completely different, but all oozing sophistication and class. I couldn`t pick out a favourite – I love all 4 of them!

The Cumberland

The Royal Horseguards

The dresses were unveiled on the 7th April in the lobby of The Cumberland and are now being displayed in the four hotels. This is before they will be auctioned for charity where the proceeds will go to Help for Heroes. 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 bring the hotels to life in a unique way.”

One of today`s hottest designers, Aimee decided to turn down jobs at leading fashion houses in Paris and Milan such as Cavalli, John Galliano and Gianfranco Ferre to set up her own label. A bold, yet inspiring move! I`m sure her creativity and passion will take her far in the fashion world.

The Tower

Her client list already includes Harrods, L`Oreal Paris and Victoria`s Secret New York and she has also been commissioned to create showpieces for The Rolling Stones, Christina Aguilera and Sarah Brightman`s world tours! With young designers like Aimee making a name for themselves I have no doubt that fashion for the future will be as astounding as it is today! If you want to set your eyes upon Aimee`s stunning dresses then head over to the four hotels as the exhibition will be on throughout April.

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