Publication: The Wall Street Journal
Title: Putting the Hot Back in Hotel
Article by: Christina Binkley
In an effort to attract trendsetters into their hotels, W hotels has named Jenné Lombardo as “fashion director” for their hotels. While this “fashion director” post isn’t common in hotels, it’s a smart move because Ms. Lombardo’s job will really be about making fashionable connections for the hotel.
Ms. Lombardo will be reaching out and creating relationships with up-and-coming designers, who are already creating buzz, and coordinating events with the designers at various W Hotel locations. This relationship will allow the W Hotels to attract the chic demographic they’re hoping to reach and it will allow the designers to show their work in locations where they may not have a store front or an outlet to reach certain audiences. This sort of partnership has the potential to work equally well for both designers and the W hotels.