September 20, 2010
In support of emerging fashion designers, W Hotels launched its “Fashion Next” initiative and presented its Global Glam Collection in at the Mercedes-Benz Fashion Week.
The luxury hotel chain presented four designers and its winter 2010 and resort 2011 Global Glam apparel and accessories collection last week. The target audience for Global Glam is W guests and locals who are trendsetters and interested in what’s new and next.
“W is a design-led brand and fashion is the ultimate extension of design, and it allows us to constantly evolve our programming just as the fashion world is constantly shifting trends,” said Carlos Becil, vice president of brand management, at W Hotels, New York.
W Hotels has 36 hotels and retreats worldwide and has plans to double by 2011. New locations have been announced for London, Paris, St. Petersburg, Guangzhou, Shanghai, Taipei, Bali, Koh Samui and Verbier.
What’s next
W’s Global Fashion Director Amanda Ross picked four emerging designers, Monique Pean, Bibhu Mohaptra, Sophie Theallet and Rebecca Moses for W Hotels to support in their business growth as a part of “Fashion Next.”
The Fashion Next designers will travel to local and international W Hotels for trunk shows and will design for the Global Glam collection.
Ms. Ross curated the Global Glam collection, which includes limited-edition pieces from 16 designers including Behnaz Sarafpour, Fallon, Kara Ross and Minnie Mortimer.
Each designer found inspiration from the design of W Retreat and Spa-Vieques Island, W London-Leicester Square or W St. Petersburg.
The collection retails between $50 and $650 and will be available in October.
Items can be purchased at all 17 W Hotels The Store locations or online at http://www.whotelsthestore.com.
Footsteps in fashion
The Global Glam collection was formally launched during Fashion Week at Lincoln Center last week. W Hotels claims this to be a hospitality-industry first.
“W's Global Fashion Director, Amanda Ross, chose the designers she did [to] give our guests and loyalists access to new designers they may not have heard of before,” Mr. Becil said.
“W's all around the globe will also host W Happenings trunk shows, where guests and locals can experience the collection and meet some of the designers," he said.
W Hotels will be promoting the Global Glam collection through its in-room channel, W Vision and through W Hotels The Store catalogs, both of which are available in rooms worldwide.
“W guests and loyal locals care about what’s new and next, and by focusing on fashion we are able to deliver just that,” Mr. Becil said.
Final Take
Kaitlyn Bonneville, editorial assistant at Luxury Daily, New York
Share your thoughts. Click here
