How do you hope to impact a guest's experience of the hotel?
I think that our currency is access. Making sure we provide our hotel guests with access to what's new and what's next, as it pertains to fashion. I want to them an insider's look into what's happening.
Is the Global Fashion Director actually supposed to make fashion more global?
Absolutely. Fashion needs to operate on a much more global level. It [already] does, but it needs to be even bigger. These smaller designers, they don't have the infrastructure to be carried in all these markets. For us, wIth W, it gives these designers an additional distribution point, a bigger platform for their voice to be heard, and that's really exciting.
How does it work? Will they create items for the W shops? Or will their designs be showcased on the website?
We're figuring it out right now. [The website is] absolutely an option, one of which we're exploring with a lot of the designers
Are you taking a chance with any of these designers?
To be honest, I was hoping we would have more slots available, because there truly is so much talent out there. And there were a lot of people that this program would be an incredible opportunity for.
How did you pick the designers?
I'm deeply connected to the industry. I know a lot of these designers, I'm close with the editors, the buyers. You just have to have a sense of what's percolating and what's going to be relevant.
What do you look for in a good hotel?