New W hotel collaborates with Xu Zhi fashion label

Last week a fast-food brand partnered with a fast-fashion label: now a luxury hotel is teaming with a Chinese fashion label…

In time for Shanghai Fashion Week, W Hotels Worldwide unveiled an exclusive capsule collection by Chinese fashion brand Xu Zhi to mark the opening of the first W hotel in Shanghai.

Six distinct looks and several travel accessories make up the Xu Zhi for W Hotels collection, inspired by the city’s glamorous past as well as the edgy design of W Shanghai – The Bund.

“W has always been associated with high-octane fashion,” says luxury brand management senior director for Asia Pacific for Marriott International, Carol Zhoul. “We have always dedicated ourselves to aspiring artists and young fashion designers.”

“W has always been one of my favourite hotel brands – they bring so much passion to the design of their properties,” says designer Xuzhi Chen of Xu Zhi. “Both W and I design with bold innovation and a contemporary attitude.”

Hosted at the new hotel, Xu Zhi’s runway presentation was W’s first show at Shanghai Fashion Week. Nearly 400 guests attended the “Sleepless Shanghai” event, with VIPs being granted backstage access to the hotel’s high-design suite Cloud on the Bund, where the capsule collection was displayed amid the suite’s neon art and hanging bed.

The collection is available at W Hotels The Store online.

W Shanghai – The Bund, with 374 guest rooms, was designed by GA Design showcasing historic and modern influences while offering skyline views of the city’s new financial district.