The Mayfair Townhouse is one of London’s most intriguing hotels – a collection of Georgian townhouses brought together by Iconic Luxury Hotels (the group behind Cliveden House and Chewton Glen) to create a new kind of Mayfair address. Elegant yet irreverent, the Mayfair Townhouse celebrates the character of the “modern dandy” and its emblem, the fox.
Field Grey was approached to design the uniforms across the entire property. Our brief to create a look that embodied the venue’s spirit of eccentricity and elegance.
Why Field Grey?
Our collaboration began when the Iconic Luxury Hotels team discovered Field Grey at the Independent Hotel Show. Luckily our passion and craftsmanship made an impression, and we initially discussed creating a unified uniform collection across several of their hotels before focusing on the Townhouse’s front-of-house and hospitality teams.
The partnership resulted in a fully realised design concept for front of house, bar, reception, breakfast, and back-of-house staff, each rooted in the brand’s playful identity.
The concept: urban dandy
The Mayfair Townhouse’s creative direction revolved around “The Dandy” – the modern Mayfair gentleman (or gentlewoman) – represented by the hotel’s fox motif, which graces door knockers throughout the property.
Our design team explored what that archetype might look like today. We knew we wanted something that stood apart from the morning coats and top hats of traditional Mayfair – something unique, refined and a little mischievous. Referencing icons such as Oscar Wilde and Karl Lagerfeld, we developed a wardrobe that was both classic and subversive.
First impressions
The concierge and front-of-house team set the tone for the guest experience – the first glimpse into the world of The Mayfair Townhouse. We created apparel based on classic British tailoring that blended sharp silhouettes with tactile fabrics and distinctive trims. The result was a uniform refined enough to match the elegance of its Mayfair surroundings, but with enough character to feel part of the hotel’s creative narrative.
The doorman’s coat became a standout piece in the collection – a luxurious design that perfectly captured the dandy fox. Cut from Abraham Moon wool with a detachable padded gilet for warmth, and finished with an alpaca collar and cuffs, it was the perfect marriage of practicality and indulgence.
The colour palette drew from the russet and auburn tones of a fox’s fur, while the Church’s trilby and tie-pin brooch – inspired by a Karl Lagerfeld photograph by Steven Meisel – added a touch of subversive glamour.
The details
Field Grey’s attention to detail is where the storytelling truly comes alive. Buttons by Toye, Kenning & Spencer – the Royal warrant holders – were engraved with a running fox motif that became a unifying detail across the collection. Rich, tactile materials from soft alpaca to deep aubergine velvet conveyed texture and depth, echoing the hotel’s interiors. We made accessories such as bow ties, sleeve garters, trilbies, gloves and ties into key design statements, each one chosen to reinforce the hotel’s theme of refined eccentricity.
The Dandy Bar
At the heart of the hotel lies The Dandy Bar, where the creative concept came to life most vividly. Here, Field Grey created bespoke velvet jackets made in London, cut in aubergine and red tones — a nod to smoking jackets and Wildean Mayfair glamour.
Each piece reflected the art of dressing up, balancing luxury and levity. The bartender’s bow tie and sleeve garters added a theatrical touch, inviting guests into a space where style and storytelling intertwine.
A unified collection
Beyond the hero pieces for front of house and bar, Field Grey also designed garments for reception, breakfast, and back-of-house teams. Tailored Prince of Wales checks, bespoke aprons with D-ring fastenings and cross-back pinafores for support staff ensured that every department shared the same design DNA.
The results
The Mayfair Townhouse stands as one of Field Grey’s most distinctive projects. It demonstrates how uniform design can articulate a brand’s character – translating architecture, attitude and aspiration into brand apparel that tells a story.
The collection captures what makes both the hotel and Field Grey unique: luxury with personality, craftsmanship with wit and design with soul.