Sydney, 6 June 2012: Earlier this week, Ibis hotels announced the launch of Style Our Threads, a landmark fashion initiative aimed at creating a new, cutting edge designer look for its staff uniforms as part of the hotel group’s re-brand later this year.Red Agency was appointed by Ibis hotels earlier this year to conceive, implement and record the rebrand campaign in a fun, innovative and engaging way.
Accor Hotel Group is creating a new identity for its Ibis Hotels with Formule 1 and All Seasons, joining the Ibis portfolio under a new Ibis ‘megabrand’. The family of brands will be called Ibis, Ibis Styles and Ibis Budget. Ibis has made a global commitment to design innovation across all three brands which is being developed in Europe and adapted locally in each of the world’s markets.
In an Australian hospitality first, Ibis will hand over the reins to young fashion students from the renowned Whitehouse Institute of Design to design uniforms for three new Ibis brands: Ibis Styles (formerly All Seasons), Ibis Budget (formerly Formule 1) and the current Ibis hotels.
One of Australia’s most iconic fashion designers, Charlie Brown, who has worked with a number of high profile supermodels including; Linda Evangelista, Helena Christiansen, Sophie Dahl, Jade Jagger and Lily Cole, is supporting the campaign and will lead judging to choose the overall winner. Brown will also provide students with hints and tips throughout the project, giving them insights from her fashion career which spans more than 30 years.