The Madeline Hotel x Stock Mfg.
Nestled in the charming mountain town of Telluride is Madeline Hotel, an upscale boutique hotel for the discerning adventurer. It’s the perfect place to stay for a winter ski retreat, or summer festival.
For a small town, Telluride hosts an impressive array of summer festivals including the renowned Telluride Bluegrass Festival, which typically books acts like The String Cheese Incident and Bela Fleck, but has also included legends like Johnny Cash, Willie Nelson, and John Prine.
Longtime fans of Auberge Resorts, we were excited when we were tapped to design a new uniform program for Madeline Hotel’s staff. Our strategy was to use texture to tell a story. Telluride visitors are typically dressed in synthetic tech fabrics as they wander back to the hotel for après ski, and we wanted to set the staff apart with organic materials. To achieve this, we employed natural fibers including corduroy, herringbone wool, leather, waxed cotton, and chambray--all of which are a tip of the hat to the town’s mining roots.
A subtle western motif is woven through the looks, including a classic western shirt, neck scarf, and heavy duty fabrics like denim and cotton duck.
The styles and silhouettes are at once modern and timeless. For example, the ranch tan chore coat with corduroy collar is definitely a utilitarian piece, but we updated it with a tailored fit to give the staff a slightly dressier appearance.
The Timber Room is a more subdued and marked departure from the “western” vibe of the rest of the hotel, but still ties in nicely.
Examples include a bolo tie added to an otherwise sleek bartender uniform, and a tight herringbone weave for the server aprons.
Adventure hosts might be the best example of the aforementioned marriage of material and style with a crisp white dress shirt paired with indigo jeans and a waxed jacket.
Accessories like a wool cap and bandana can be added to the look for further detail and styling.
Case Study: Hotel Uniforms