We all have that friend—trendsetting, plugged-in, carrying the must-have bag before anyone knows they must have it. You see her posts on Instagram, looking picture perfect in a Panama hat at the hippest music festival. She sends you photos from South Beach and the only thing more stunning than the cloudless Florida sky is the way her designer sunglasses make her look like a star. Even her sneakers sparkle. If you don’t have that friend, you might just be that friend. Or you might need to catch up on fashion with W Hotels.
With a keen eye for a good look, W Hotels seeks out the next generation of influencers and influential creators and then befriends them for a style partnership inspired by some of the world’s most captivating destinations. Each collaboration results in a new, exclusive fashion collection that we get to add to our closets.
Some of the trendsetting collections have included: designer sunglasses inspired by the epic architecture and modern Dutch design around W Amsterdam by eyewear designer Aari Bostroem; a collection of Panama Hats by hat designer Gigi Burris inspired by a stay at the W Panama; and a pair of swimsuits exclusively designed for W Brisbane by Australian swimwear designer Budgy Smuggler.
Longtime collaborators Sachin and Babi partnered with the Council of Fashion Designers of America to design an exclusive line of beachwear in celebration of the opening of W Goa. “A Goa state of mind is sand in your toes, a sense of freedom and true bohemian flair,” the pair says of the coastal city where they both vacationed as children. With a beach tote, pair of bead earrings and collection of dresses in brilliant colors with detailed embroidery and embellishment, the collection brings to life the essence of a Goan escape.
W Hotels’ first Global Fashion Innovator, supermodel Joan Smalls, also helped to celebrate the launch of W Goa by exploring the beach town and collecting her favorites into “Off Duty,” a collection designed to bring celebrity-level style to W Hotels guests around the world.
By introducing us to the industry’s emerging designers and directing us to the world’s best local boutiques, W Hotels keeps us in the know about what’s new and next and then invites us to show off our trendy selves at music festivals, fashion events, rooftop bars and the hottest restaurants in town.