High thread counts and high fashion go hand in hand at one luxury hotel chain.
W Hotels announced this season’s roster of Fashion Next designers at its kickoff of Mercedes-Benz Fashion Week on Monday.
For the first time since its inception four seasons ago, one of the program's designers, Bibhu Mohapatra, will stage a runway show at Lincoln Center. The group’s four other designers will present their collections at the Box at Lincoln Center.
Through the initiative, designers receive financial and marketing support along with exposure on the hotel chain's website, said Carlos Becil, W Hotels' vice president of brand management.
“As W Hotels continues to transform into a global design powerhouse, we are committed to providing a platform for supporting and showcasing what’s new and next in fashion to guests and locals alike at our hotels around the world,” said Eva Ziegler, W Hotels’ Global Brand Leader.
The company has been involved with Fashion Week for seven years now, Becil said. Before launching the Fashion Next initiative, it sponsored a VIP Backstage Lounge at the event.
“We really wanted to take our program from backstage to center stage,” he said.