Principal Hotel London (now Kimpton Fitzroy): A Closer Look


In 2018, Field Grey completed its most ambitious project to date. Principal London, the Principal Hotel Company’s flagship, opened in the Hotel Russell building, to great acclaim. Now Kimpton Fitzroy, the hotel is one of the capital’s finest.

Ahead of the opening, we were invited to design a collection of bespoke uniforms and workwear for the hotel’s colossal team, alongside collections for sites in Manchester, Edinburgh and York.

Field Grey paid close attention to the role of each member of the team; their day-to-day duties and the environments they worked within. With 334 rooms, two bars, a restaurant, a café and a retail space, the roles were varied, to say the least.

Here we look at some of the roles at the hotel and the uniforms we designed and supplied, covering the nuances of this vast collection.

Doorman and Concierge

The doorman is the first person a guest encounters, and therefore the first impression of the hotel. The role required a uniform that befits such an important role. We designed a signature overcoat inspired by a classic uniform; a fireman’s coat. Constructed in beautiful British wool, the coat features a unique curved front and is finished with large, nickel fastenings. The look is finished with a cap designed by renowned British milliner, Noel Stewart. It features a patent leather brim and unique reverse buckle fastening.

Front of House and Management

A key factor in our research and design was the interiors of the hotel. The uniforms needed to actively work with the decadent interiors, while

We created tailoring with single-breasted jackets and trousers in a black wool mix, supplying single and double-breasted waistcoats with screen-printed silk on the reverse. A linen mix, candy-stripe tie brings a burst of colour to complete the various looks: these were developed in three different colourways. For women, we designed an a-line shift dress with statement patent buttons and a ‘Peter Pan’ collar to allow the team to customise their looks.

Fitz’s Bar

Fitz’s is the hotel’s crown jewel, a bar with decadent interiors and an endless cocktail list. Named after the hotel’s architect, Charles Fitzroy Doll, Fitz’s required something extra special. We collaborated with prolific British fashion designer Richard Quinn, the inaugural recipient of the Queen Elizbeth Award for British Design, who designed a pair of floral prints. These were digitally printed onto dresses and shirts for the hosting team at the bar. The floral motifs are a generous nod to the Bloomsbury Set, the group of authors, artists and thinkers who were active in this part of London at the turn of the 19th century.

Staff at the bar wear crisp, tailored shirts in one of the two Richard Quinn prints. The shirts are monogrammed in a complementary burgundy colour and are worn with a silver collar bar. The Fitz dress is a vibrant heady clash of florals and works brilliantly in this playful environment.

Housekeeping and Maintenance

We worked hard to provide modern attire for the housekeeping and maintenance uniforms. For the former, we developed a bespoke stripe apron and chinos with complementary polo shirts. For the latter, we developed a range of activewear items for individuals, importantly in male and female styles.

For Burr & Co, the hotel’s hip café, we sourced off the peg workwear from Dickies: a pale-blue denim and a white-striped lightweight jacket. Staff wear their own white t-shirts and jeans and are encouraged to roll up the sleeves to bring their own personality to this relaxed, welcoming café.