In its latest move to become the hotel chain most endeared by hipsters, W Hotels has announced the appointment of "style maven" Jenné Lombardo as its Global Fashion Director.
Lombardo, the woman behind New York Fashion Week's M.A.C. & Milk space and previously a director at cosmetics brand M.A.C, will now head up W Hotels' various high-profile fashion-based initiatives ahead of New York Fashion Week (September 8-15).
Among them will be picking designers to be featured in W Hotels' Fashion Next program, a scheme aimed at showcasing up-and-coming designers, which W Hotels plans to roll out around the world.
She is also likely to be involved with W Hotels The Store, a boutique outlet situated in W Hotels and online that sells designer apparel, jewelry, accessories and home and design items.
W Hotels introduced its first ever fashion director, international stylist Amanda Ross, early last year.
Ross oversaw a strong alignment between W Hotels and the fashion world, becoming a major name at New York Fashion Week and commissioning the Global Glam collection, a seasonal line which the chain says is "inspired by the unique personalities of W Hotels and Retreats."
However, while W Hotels prides itself on its fashion credentials, it's not the only hotel name perfectly comfortable on the catwalk this fall as New York Fashion Week gets underway.
Hotel brands such as Hilton, InterContinental, Hyatt and others from all over New York will be throwing open their doors to fashionistas for the annual Fashion's Night Out on September 8, offering everything from personal style consultants, drivers, free gifts and tickets as part of a host of package deals.
For the full list of hotels participating in Fashion's Night Out, visit: http://www.nycgo.com/fashionsnightout