BETHESDA, MD—W Hotels Worldwide has appointed Joan Smalls, a supermodel, TV host and philanthropist, as the lifestyle brand’s first-ever global fashion innovator, a newly created position. In this role, she will help create, shape and innovate W’s global fashion platform around the world. From special appearances and distinct collaborations to exclusive in-room and digital content, Smalls will add her signature style and taste to the W Hotel guest experience.
“It is a dream job of mine to be able to combine two of the things I love the most: travel and fashion. W Hotels—and their incredible line-up of hotels around the world—is the perfect partner for such a collaboration,” said Smalls. “I’m excited to share my passions, tips and personal style with W guests.”
Smalls revealed her role to guests at a private party to celebrate the launch of W Dubai in August. Since then, she has been working intimately with the W Hotels team on a series of initiatives that will roll out this year. Smalls is working on an insider guide to Goa, in which she will curate her favorite places and picks that will be shared with future W Goa guests—both in-room and online. In addition, she and W are collaborating on an exclusive item. More details on this and future projects will be revealed in the coming months.
“We are excited to have someone with such a stylish, global point of view help shape our fashion story,” said Anthony Ingham, global brand leader, W Hotels Worldwide. “Be it our longstanding partnership with the CFDA [Council of Fashion Designers of America] or our recent W Hotels Style Lab pop-up shop curated by Sarah Easley, W has a long history of celebrating fashion. Now, with Joan as our first-ever global fashion innovator, we are excited to work with someone whose personal passions for travel and fashion mirror our own.”
In addition to a product collaboration and several appearances at W Hotels around the world, Smalls will also have a regular presence on The Angle, W’s buzzing digital platform that features the latest in fashion, music, design and FUEL—the brand’s take on healthy living through spa, food and working out—as well as local content from W destinations around the globe.