W HOTELS names a Fashion Director

Putting a new spin on the term "designer hotel," boutique chain W Hotels is hiring a fashion director to amp up its style credentials and its profile within the fashion industry.

After a two-year search, the chain is planning to announce next week—on Feb. 11, the opening day of New York Fashion Week—that it has hired stylist Amanda Ross in what is very likely a first for the hotel industry. W Hotels, which operates 36 properties worldwide.

This comes as yet another innovation sparked by the current crisis, W HOTELS being in direct competition not only with independent hotels network DESIGNER HOTELS as well as trendy luxury hotel chains.

from Wall Street Journal & CPP