Innovation of form and function in robes and towels is a vital part of attracting the next generation of wellness consumers. Charmaine T Lang from The Madison Collection explains how her company consistently maintains its successful point of difference

Founded in 1999, The Madison Collection – which designs and eco manufactures towels, throws, robes, bath mats and blankets – supplies five-star luxury hotels, resorts and spas in over 50 countries.

Through decades of being at the top end of the market, the company continually develops its offerings to satisfy the most discerning clients, by maintaining high quality and relevance to meet current demands.

Modernising luxury
“Design is increasingly important,” explains Lang, “and The Madison Collection continually studies, researches and engages with clients to understand what their customers will prefer, desire and, most importantly, enjoy experiencing.”

The inspiration to create a new genre of robe has been influenced by Lang’s travels and insights into the minds of consumers.

“Culturally and artistically, dancing tango has enhanced my visual sensitivity and intuition,” she says, “The music of the tango has ebb and flow, pause and innuendo – to dance this and dance it well, you must listen closely to the music.

“When you’re invited to dance, you surrender in the intimacy of trust. And that is what I seek – to improve the fabrics that are used close to the skin, so they’re trusted to perform, with subliminal touches that culminate in high performing, yet subtle, modernised textiles and styles.”

The Tuxedo Robe is an example of reimagining a traditional style. “Robes are a strong part of the spa experience and yet their design has remained unchanged for decades,” says Lang. “I envisioned modernising this often overlooked garment with a tuxedo-like shawl collar, rounded edge detailing and as a special signature touch, a breast pocket for the room key,” she explains.

“We’ve also changed the design, the fabric and the finishes for our Bordado Collection with a focus on ‘modernising luxury’ and creating a universal robe, for men and women, transcending generations and appealing to those who are millennial-minded.”

“Upcoming demographics want what they wear to reflect who they are – fresh, light, functional and unique – they’re comfortable in loungewear, yet while wearing it, want to look and feel good”, says Lang.

Thought has also been given to operations: The Madison Collection’s coloured fabrics are bleach-resistant and all fabrics are pre-washed four times before they’re cut and sewn. The lightweight fabrics also have less wash and dry time and use half the storage space – an intelligent environmental benefit.

The new Tuxedo Robe fabric is fade-resistant. In addition, it gives the illusion of thickness without the weight. “Our new weaving technique results in a fabric that appears thick and fluffy and performs like a lush fabric but is also lightweight,” says Lang.

“We’ve previewed the new-look Tuxedo robe and are delighted it’s finding favour with hotel and spa operators around the world.

“It’s important to be aware of ever-changing consumer preferences,” says Lang. “Being style-conscious and environmentally aware transcends generations. Many are seeking smaller spaces in which to live and they feel comfortable with and appreciate products which are compact and eco-conscious.

Environmental and sustainable
Although environmental sustainability is a key issue for millennials, in fact, for all generations, this isn’t a new area of focus for the company. The Madison Collection has long held a deep belief in social good and invests in environmental sustainability.

“Our entire factory is naturally powered,” says Lang, “This is done using jet air, fuelled by hydro-power which comes from briquettes made of the waste from the cotton spinning process and purchased waste wood (from re-planted trees) from local furniture factories.

“This exemplifies our commitment to sustainability and aspiration to achieve zero-waste. Our packaging boxes and tape are manufactured from recycled paper, the tape uses flour and water instead of glue, and thinner plastic bags are used to pack our towels, further diminishing the impact on the environment.

“Our water purification plant uses live bacteria to break down dye pigment - no chemicals are used. Once the bacteria has accomplished the task, it’s stored for ten years and then returned to the soil as fertiliser. The water is returned to the river cleaner than when captured – another example of our high commitment to sustainability.”

“Our focus used to be to wrap guests in luxury,” concludes Lang, “The world is changing and experience is the new luxury.

“Our emphasis has evolved to focus on creating products which meet the needs of all generations, while also being good for the environment and operationally sophisticated,” says Lang. “We invite you to experience the new luxury.”