A Taipei-inspired dress.

For New York’s most style-obsessed hotels, Fashion Week is a gift. What better way to fill rooms during the dead of winter?  W Hotels, a super-savvy marketer, goes a step further and embraces Fashion Week as an opportunity to fill rooms and strut its stuff.

Not only is W a sponsor of Fall 2011 Fashion Week, currently sashaying through its new(ish) Lincoln Center home through February 17, on Thursday night W unveiled its own collection, Global Glam Fall 2011, nine new looks designed to capture the ethos of three new W properties in Austin, Mexico City and Tapei.

Has W acquired a house designer, a Marc or Stella or Project Runway winner, to dream up clothes that complement its carefully honed cool? (more…)