Under Global Brand Leader Eva Ziegler, W Hotels, (along with fellow Starwood property, Le Meridien) aims to captivate guests with a multifaceted experience that's more seduction and less standard hotel stay. Since her tenure, Ziegler has made sure that from sounds to scent, every element of your W Stay is carefully - and expertly - curated.
So it no surprise that startling last year, even the designers available at W Hotel boutiques got the Ziegler treatment.
Their appointment of stylist Amanda Ross in 2010 led to an increased presence of the W Hotels brand during Mercedes Benz Fashion week. Ross ushered in W Hotels "Global Glam" collection which featured designers like Twinkle by Wenlan, Eugenia Kim and Noir. It was a strong start, but all-too-obvious selections like sequined boat neck tops, pave earrings and silk beret's didn't make for a strong finish.
On the surface the selections offered fit the party-till-you drop ethos W Hotels promotes, but dig a little deeper and it felt more like great back up options than shopping destinations. Somehow, the authenticity that say Michaelangelo L'Acqua, W Hotels' Global Music Director, has generated with his selection of deejays for the brand, wasn't echoed here.
W Hotels has just announced the appointment of Jenné Lombardo as their Global Fashion Director.
Lombardo, who's effortless chic has made a darling of fashion bloggers, cut her teeth at M.A.C, where her title as Executive Director of Global Fashion, Talent and Special Events, tasked her with conceptualizing and launching global projects with celebs and artists. Under her watch, M.A.C debuted several innovative collaborations including their recent Lady Gaga and Viva Glam campaign.
Most notably under her, M.A.C partnered with MILK studios to create M.A.C and MILK. As Director and Curator of M.A.C and MILK, Lombardo transformed the noted studio into a fashion week destination which rivals the shows at Lincoln Center. In a short time, M.A.C and MILK has become the go-to-destination for those bloggers and editors who want to see shows from next generation designers like Alexander Wang to Jeremy Scott. Through her work with her own firm, The Terminal Present, she's crafted a events for the likes of British designer Gareth Pugh, Iggy Pop and Santigold.
Can she work this same brand of magic for W Hotels?
Ziegler seems to think so.
In a statement to press she said, "Jenné Lombardo's international outlook and connection to emerging talent makes her a perfect fit as both the W brand and the role of Fashion Director continues to grow."
Only time will tell. But if the past is an indicator, Ziegler is right on the money and W Hotels' seduction of guests will finally include the strongest element ever: style.