W Hotels breaks new ground in fashion
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NEW YORK–(BUSINESS WIRE)–W Hotels Worldwide, the hotel category buster and leading industry innovator, today unveiled a unique, multi-layered strategy that links the W brand with the global fashion industry while bringing its passion for fashion to life in W Hotels globally. Since its inception more than 10 years ago in New York, fashion has always been integral to W Hotels, and as W continues an aggressive global expansion, more than doubling its portfolio by 2011, fashion has become a primary international brand platform. Today, W Hotels returned for the 12th consecutive season to Mercedes-Benz Fashion Week in New York with its re-invented exclusive and stylish VIP Backstage Lounge, where celebrities, designers, models and fashion’s elite escape the scene behind the scenes. Evolving its commitment to fashion, W today has also unveiled a series of firsts that will further strengthen the link of the W brand to the fashion industry, including a fashion-forward partnership with Barneys New York, which includes Barneys New York’s Creative Director Simon Doonan’s exclusive Tips for Surviving Global Fashion Weeks on the windows of W New York – Union Square; the debut of Private Designer Collections created by established and emerging designers for W Hotels The Store (W’s twist on the traditional hotel gift shop); support of the global fashion initiative Fashion’s Night Out, featuring consumer perks at W Hotels The Store locations throughout New York City; and the creation of a W Hotels concept space that will host a series of exclusive designer events during Paris Fashion Week this October.
“As a contemporary lifestyle brand aiming for design leadership, fashion is a vital tool for us to attract our loyal guests made up of trendsetters and trend seekers,” said Eva Ziegler, Global Brand Leader, W Hotels Worldwide and Le M
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