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The W Hotels-More Than Lush Digs, Hot Couture

W Hotel Fashion WeekW Hotels Worldwide is already renowned for being both an industry leader in luxury accommodations and a category blaster, now they can brightly add fashion leader to the mix.  The luxury hotel chain is breaking into fashion on a global level, what else is to be expected from a global and forward-thinking company?

The innovative W Hotels worldwide has unveiled a multi-layered strategy aimed to link the brand with international fashion.  This outfit makes perfect sense, when you pause to consider that fashion has always been an integral part of the luxury brand’s image, since its inception in New York more than 10 years ago.  Fashion is a primary brand platform and international interest. Fresh endeavors to strengthen ties to fashion include:

•    A fashion-forward partnership with Barney’s New York
•    The Debut of Private Designer Collections in W Hotels’ twist on the traditional gift-shop, “The Store”
•    Support of “Fashion’s Night Out”, global fashion initiative

W Hotels as a brand maintains an aggressive global expansion and has effectively doubled its impressive portfolio.  The latest, W Hotel South Beach, just opened summer of 09. This year marks the 12th consecutive season that W Hotels has been involved with the Mercedes-Benz Fashion Week in New York.

Fashion Week in New York is a must-attend, not to mention the added eloquence of Mercedes-Benz.  The W Hotels portray a new level of “exclusive”, with a posh VIP backstage lounge- a mix of meandering celebs, prominent designers and lithe fashion models.  It is an extravagant escape behind the scenes for those chic enough to be acquiesced.  Hmm…perhaps if you were wisked up in a luxury Mercedes-Benz rental? Couldn’t hurt.  A luxury car rental is the perfect initial impression.

The lounge consists of oversized cabanas with Chiasso pillows, ambiance, banquette seating with modern looloo pillows, Assouline books strewn about, and a contemporary bar complete with DJ booth.  The prominent visual element in the area is a “W” made entirely of the fashionable Brazilian flip-flop “Havainas.”

Post by Imagine Lifestyles Luxury Rentals

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