JUMAstudio is offering contemporary fashion & design to Hotels
JUMAstudio specializes in hotel styling including uniforms, soft furnishings, gift products and art, also worn by Nicki Minaj, Alicia Keys, Coca Rocha, Solange Knowles, Rachel Bilson as well as Rachel McAdams
JUMAstudio is a fashion design company with a hospitality division that specializes in hotel styling including uniforms, soft furnishings, gift products and art. The concept was to take JUMAstudio’s background in contemporary fashion design and apply it to the needs of luxury hotel brands that need to elevate their design aesthetic and enhance their brand DNA.
JUMAstudio works with hotels to develop holistic strategies to create products that are an extension of their brand and that resonate with their customers. Some of their clients include Four Seasons Hotels, W Hotels, Langham Hotels, Luxury Collection Hotels, Shangri-La Hotels, Jumeirah Hotels, Intercontinental Hotels and many others.
Creative Director Jamil Juma explains, “Hotels have been approaching us as they want to improve various touchpoints in their hotel where hotels have not paid much attention to in the past. This includes areas such as staff wardrobe. Before it was enough to give a decent suit for men and a simple skirt & blouse for women but now hotels want to differentiate themselves and further stand out and that is where we come in and offer solutions. We have some women wearing digital printed cocktail dresses in lobby lounges along with sporty bomber jackets paired with luxury sneakers for concierge staff. We create looks that are potentially the staff members best outfit in their closet. We develop clothing they may want to wear even outside of work.”
“[…] Now hotels want to differentiate themselves and further stand out and that is where we come in and offer solutions”
Jamil Juma, Creative Director
JUMAstudio offers another service called “hotel styling” for hotels that have the basics chosen like beds, dressers, flooring and lighting but need to elevate
the room with complimentary soft furnishings, art, lifestyle products and other key items. “We look at the hotel brand and local environment of each property to dress up areas such as rooms, spas, F&B outlets and lobbies. We offer a vertical solution where we design, manufacture and deliver these items directly to the property. For example, at Four Seasons Beijing we used a signature butterfly print that was used in the spa bed throws, pillows in the guest rooms and even in their tea garden uniforms and this created a cohesive theme throughout the hotel that resonated with the brand. Another project we just completed was with W hotel Shanghai where they wanted a memorable accessory on the bed that would speak to the W brand and the city of Shanghai and so we created a dumpling and chopstick pillow for each room and to sell on their online shop. The result was tremendous as it was highlighted all over instagram and wechat and photographed amongst many influencers.
JUMAstudio also develops its own ready-to-wear collection that is available at its flagship stores in Tianjin, Dalian, Beijing and Hangzhou in China as well as multi-brand shops worldwide. The collection includes clothing, bags, socks, scarves, shoes and a home collection. The label has been worn by Nicki Minaj, Alicia Keys, Coca Rocha, Solange Knowles, Rachel Bilson as well as Rachel McAdams.
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