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Posted on June 15, 2007 | Tags:

GRAMMY-WINNING ROCK STAR AND FASHION DESIGNER DEBUTS CREATIONS  AT TWO NEWEST HARD ROCK PROPERTIES IN BILOXI AND SAN DIEGO

Uniforms to Roll Out At All Properties in 2008


June 2007 – Hard Rock Hotels and Casinos has tapped Black Eyed Peas front-man and fashion designer, will.i.am, to create a new uniform collection exclusively for Hard Rock Hotel properties. His new designs will debut at Hard Rock’s two newest properties: Hard Rock Hotel and Casino Biloxi, opening July 7, and Hard Rock Hotel San Diego, opening Fall 2007. Hard Rock will roll out the uniforms to eight other Hard Rock Hotel and Casino properties in operation or development in 2008.

Recognized as a fashion-forward, hip-hop performer, will.i.am has earned his reputation as a talented fashion designer. He studied design at the Los Angeles Fashion Institute of Design and Merchandising and then joined forces with Lor-e Phillips, a noted LA-based fashion designer and head stylist for Black Eyed Peas, in 2001 to create the i.am clothing line, which is a tribute to the funk and flavor of his music. Using the i.am line as an inspiration, the two have now collaborated on the new collection for Hard Rock Hotels and Casinos, which comprises 27 uniforms for both men and women.  The uniforms reflect will.i.am’s eclectic vision and capture the core essence of the Hard Rock brand:  providing guests with the ultimate rock star experience. 

"Designing clothes for Hard Rock Hotels was an exciting and challenging proposition that, given my background and own line, I was eager to accept,” said will.i.am.  “My goal was to create a look that exudes upscale rock ‘n roll, leveraging the essence of the brand while contemporizing the staff’s wardrobe to provide a more stylistic and fashion-forward appearance.”

"This design project was an exciting challenge, given the need to create a uniform that is both fashionable and durable to meet the unique functions of each job,” added Lor-e.
“I'm thrilled with the final designs and can't wait to see them on the staff."

Lor-e and will.i.am have incorporated several signature elements into the uniform designs, including puffed sleeves, tonal lizard brocades at the collar and cuffs and Hard Rock’s trademark signature tattoo prints.  The uniforms for each hotel also reflect the unique essence of the specific property:  the uniforms for Hard Rock Hotel and Casino Biloxi exude a relaxed Southern style, with deep purple, brown and bronze colors accented with putty, burgundy and rust grey, while the Hard Rock Hotel San Diego collection contains a more colorful and tailored pattern, with signature floral brocade details.

"We are very excited to be collaborating with talented performer and fashion designer, will.i.am, and his design partner Lor-e Phillips, both of whom have demonstrated their expertise in the fashion industry through their i.am clothing line” said Trevor Horwell, Vice President of Hard Rock Hotels. “Their extraordinary design vision and attention to detail have resulted in a uniform that truly captures the distinctive rock vibe of Hard Rock".

Working with Lor-e, will.i.am created a unique look for each employee after studying the needs of the individual job function. The results are functional yet artistic designs.  The cocktail waitresses will don a short skirt, box-fitting, corset-like bustier and three-quarter sleeve mini bolero jacket, while the casino dealers are outfitted in shirts and blouses embellished with the signature tattoo print and silver stud buttons, as well as black bottoms. Guests will be greeted by front office agents wearing signature shirts with tonal lizard brocades and gunmetal buttons, accompanied by black pinstripe pants. 

Will.i.am was on hand to celebrate these innovative designs last night at Get Ready to Rock!, a star-studded event hosted by Hard Rock Hotels & Casinos in New York. 

About Hard Rock International
With 122 high-energy Hard Rock Cafes and eight Hotels/Casinos in 46 countries, Hard Rock International is one of the world’s most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Orlando, Chicago, Pattaya, and Bali, with San Diego and Biloxi scheduled to open later in 2007. Additional hotel and casino projects have been announced in Palm Springs and Macau, scheduled to open in 2009. Hard Rock International, Inc, is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit www.hardrock.com.

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