Fashioning Uniforms for Luxury Hospitality in the Digital Age: The Case of Italian Family Firm Maurel

Michela Ornati ()
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Michela Ornati: University of Applied Sciences and Arts of Southern Switzerland – SUPSI

A chapter in Fashion Communication in the Digital Age, 2026, pp 83-94 from Springer

Abstract: Abstract Uniforms are distinctive forms of clothing which identify wearers and their roles via specific sartorial signs and symbols. Corporate uniforms for the luxury services sector are workwear apparel with specific affordances, designed and produced for private business entities by specialized suppliers. In the fashion and luxury fields, research on corporate uniforms for the services sector is limited, particularly with regard to the niche topic of bespoke luxury uniforms. The article addresses this gap by discussing the case of Maurel, an Italian family firm which supplies fashion and luxury hospitality, travel and wellness brands with internally styled and tailored corporate uniforms. The study evidences how internal design processes align with models theorized for fashion design and—contrary to what might be expected based on discussions of uniforms—are permeable to fashion trends. It also underscores how digital transformation affects both production and communication strategies, as is currently the case in the fashion and luxury sector. By illustrating how luxury corporate uniforms are fashioned, the article aims to situate this form of dress in two fields wherein further research could be conducted: fashion and luxury tourism activities and practices; and digital fashion and luxury communication.

Keywords: Corporate uniforms; Fashion; Luxury; Services; Hospitality; Digital fashion communication; Leisure; Tourism; Bespoke (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-99481-4_7

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DOI: 10.1007/978-3-031-99481-4_7

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