NEW YORK— Marrying design and fashion, W Hotels formed a partnership with fashion designer Kenneth Cole whereby the designer will outfit W associates in sophisticated urban attire that will complement Ws sleek, elegant design. Coles unique designs will be showcased at Ws 16 U.S. hotels, beginning with W Chicago – Lakeshore. The announcement, which represents Coles first hotel partnership, came from Barry Sternlicht, chairman/CEO of Starwood Hotels & Resorts Worldwide and Kenneth Cole of Kenneth Cole Productions, Inc. Kenneth Coles new look for W features cool, modern clothes one would expect to see on a city street versus behind a front desk, said Starwood. Designed to make associates virtually indistinguishable from guests, the line includes charcoal pinstriped pants for men with black button down dress shirts or turtlenecks. Black leather belts with silver flat front buckles and black leather blazers complete the look. Women staffers wear similar charcoal pinstriped pants, a sexy sleeveless matte jersey drape front shirt in black and a leather blazer. “The alignment is perfect for us,” said Kenneth Cole. “W Hotels modern design and sophisticated atmospheres are a great place to showcase our uniform designs. The outfits we create represent a dramatic departure from the stoic uniforms that hotel employees have traditionally worn. After all, we are both in the same business of knowing what is INN.” “Kenneth Coles incredible sense of style perfectly complements W Hotels trend-setting image and philosophy,” said Sternlicht. “Our associates will work in cool clothes they would wear on their own time. They will look great, feel great, and this will translate into better service to our guests.” Ws reach extends throughout America and beyond, with properties in New York, Atlanta, San Francisco, Seattle, Honolulu, Los Angeles, Chicago, New Orleans, Newark (CA), Sydney, Australia, and a soon-to-open hotel in Times Square.
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