A sketch of the Tajness uniform
My team and I have been working with the hospitality and corporate sector for the last two decades. Our first corporate design project was the Leela, Goa in 1995. Since then, there has been no looking back and we have designed the uniform philosophy for over 100 hotels and corporate houses. This is a very large part of our business and one which takes as much passion and energy as the high fashion label. However, the contrast between the two realms of design remains vast. Fashion on the ramp can be mad, eccentric, expensive, exquisite and delicate but the fashion philosophy for a hotel or corporate house needs to be practical, versatile, durable, cost-effective and universal for all skin tones, shapes and sizes. Also, each corporate/hotel has its unique identity and brand philosophy, which must come across as a first impression. The uniforms are a very focal part of this image as they are the main guest/contact point.
We stared working on the ‘Tajness’ project almost a year and a half ago. After a series of briefing meetings and discussions spanning over eight months, we arrived at a first design cut, which spoke the language of Tajness. The philosophy was contemporary and modern silhouettes with a strong Indian textile heritage and inspiration. The beige palette was chosen as it spoke of Taj’s classic simplicity, timelessness, sophistication, understated elegance and rich heritage. The textiles were designed on paper and developed from scratch in various parts of India. The process of developing fabrics and working on treatments, prints, silhouettes, patterns, accessories and other minute details was hugely fulfilling. The final look came together after a lot of sweat and toil of eighteen months and is something my team and I are extremely proud of !! The launch for Tajness took place with a Fashion show at the Taj Mahal, Mumbai on the 5th of August and was received with open arms by the glitterati of Mumbai.
Another uniform designed as part of the Tajness project
Handloom fabrics, sustainable practices of weaving and income generation for the nearly extinct weaving community of Benaras are the driving factors for this new look. Weaving techniques passed down generations of master weavers have been used to create a ‘Jacquard’ weave in the ‘Fekwa’ throw shuttle method. Experimentation is done through surface patterning to achieve the ‘Katraua’ cutwork and subsequently the back floats are clipped off by hand, once the fabric is taken off the loom. It is a time consuming and extremely tedious process of weaving, a rich legacy of the Benaras weaving community. The color palette is monochromatic, fabrics natural and organic, accents vividly authentic and the complete look is ‘Pure Magic’!!! Wardrobes of the Indian royalty have inspired these fluid silhouettes with painstakingly pin-tucking, immaculate quilting and subtle usage of ‘Hathkatti’. As a legacy to the vast costume heritage of India, the ‘Tajness’ journey begins with regal Sherwanis, structured Bandgalas and waistcoats, flowing kurtas, flattering kurtis, voluminous salwars, slender Aligarh pyjamas and churidars, splashed with touches of auspicious ‘Alta Red’ turbans, scarves, stoles and pocket squares.
Models showcase the uniforms on the runway at the Tajness event
A key feature of this new philosophy is the recreation of ‘Tajness’ uniforms. ‘Tajness’ symbolises the best of Modern India……a celebration of Indian heritage in a contemporary context for the global traveller!! ‘Tajness’ collection is intrinsically organic and earthy, inspired by rich textile elements, woven on handlooms and nurtured with ‘Love’ for India. Yarns, embellishments and construction speak of a bygone era, yet create a global experience for both, staff and the guest. Handloom fabrics, sustainable practices of weaving and income generation for the nearly extinct weaving community of Benaras are the driving factors for this new look.
I hope the new uniform philosophy will articulate the Tajness ethos and culture visually and inspire the team to feel good and look good! It brings in a sense of sophistication, elegance, comfort and pride. The contemporary silhouettes reinforce the world class efficiency and service standards, upheld by the Taj. It will also connect us all back to our textile heritage, reviving textiles which are dying a slow death, with the barrage of Chinese textiles flooding the Indian market. This collection drives home Taj’s belief of giving back to the community through income generation for several weaving clusters across the country. The Taj collection is a complete amalgamation of all that the brand has stood for through the decades.