Rethinking the Concierge Look

Concierges are a hotel’s link for guests to the location’s finest and sought after spots and events. They will be getting you those impossible Taylor Swift concert tickets, finding an ideal mountain bike trail, or recommending the suitable jogging track before an important meeting. They quietly make your trip better in ways you might not even realize. Legendary “Clefs d’Or” concierges pass a demanding exam and lean on an elite network to solve the most complex requests.

Cristina Bally, Chief Concierge at Les Trois Rois.

Their craft has always been about trust, connection, and the magic of making the impossible possible. Made visible, what concierces are capable of is characterized in the movie “The Grand Budapest Hotel”, where Ralph Fiennes makes it all look even more effortless.

Ralph Fiennes as Monsieur Gustave H, The Grand Budapest Hotel, (Wes Anderson). Costumes by Milena Canonero.

For years, the concierge uniforms were all the same - stiff, heavy wool coats that reflected the tradition of the trade but not its modern side. Since 1910, not much has changed - usually it was a morning suit type outfit made from thick wool, often over 600 grams per square meter, which meant hot days and tired shoulders.

When re-thinking this uniform it was clear that it had to reflect the tradition as well as the contemporary side of the craft.

The blazer we designed keeps the spirit of the classic morning coat, with a long tail at the back, but has a modern cut. It looks sharp but feels easy to wear all day, whether paired with a waistcoat or a cozy roll neck sweater in winter mountain destinations. Either with wide lapels, velvet trims or a contrast colour waistcoat, the style respects the concierge’s role - as someone approachable, stylish, and ready to help with anything.

Fashion Collective Designs

While we honor that inspiration, our uniforms are made for real people, real work, and real hospitality. The design balances grandeur with approachability, formality with function.

At its heart, the uniform has to say: “I’m here, I know what I’m doing, and I’m ready to make your day better.” That’s exactly what the concierge does every day.

Veronika