Claire Barrow X W London X Glofaster

Claire Barrow W Hotel

Soho’s hottest hang-out, W London – Leicester Square has teamed up with the rising star of British fashion, Claire Barrow, and ‘smart clothing’ pioneers Glofaster to design bold new uniforms for the hotel’s nightclub, Wyld.

The new ground-breaking uniform collection features integrated LED technology that pulsates to the beats of the club’s resident DJ. Both male and female uniforms also boast Barrow’s signature embroidered motifs, with designs that take inspiration from Wyld’s renowned oversized disco ball and London’s vibrant night scene. The bespoke garments combine Barrow’s chic ‘Do It Yourself’ approach to design with Wyld’s rock and roll aesthetic.

Designer Claire Barrow is supported by NEWGEN, a scheme set up by the British Fashion Council and TOPSHOP, which recognises and nurtures growing talent. Since 2013 she has been showing on-schedule at London Fashion Week and her illustrative designs have collected a number of celebrity fans including Rihanna and FKA Twigs.

Highlighting W London’s passions for fashion and music, the uniforms will also give guests a preview of what is new and next in the worlds of fashion and technology.

Responsible for the unique technology in the designs, Glofaster is a company renowned for its production of ‘smart fitness clothing’ that engages with its user.

Claire Barrow said:

“My designs for Wyld’s new uniforms were influenced by the décor of the nightclub. I wanted the wearer to feel confident and enjoy working in the garments, so we created timeless tailored garments for men and women. Glofaster and I wanted the pieces to feature smart capabilities that would accentuate the design, making the staff stand out from the crowd and ultimately support them in their role”.