W Hotels has confirmed that stylist Amanda Ross is to be announced as fashion director of its group of 36 properties, an appointment which is believed to be a first for the hotel industry.
As the contemporary lifestyle brand of Starwood Hotels & Resorts, W Hotels is keen to promote itself to the fashion, media and entertainment industries and the hiring of Ross follows hot on the heels of the appointment of Michaelangelo L'Acqua as music director of the group.
While W Hotels is yet to confirm the exact role of Ross, but it is expected that her appointment is to be announced on 11 February, the opening day of New York Fashion Week.
It is believed that she will work with designers to create staff uniforms and special collections at the hotels, as well as help style the bedrooms and public areas.
Eva Ziegler, W Hotels' global brand leader, told The Wall Street Journal Ross would be expected to associate the brand with the right designers. She added: "She will definitely help us be more credible in our outlook on fashion."
By Janet Harmer
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