W Brand Seeks Pop(ular) Girl Approval

(MoneyWatch)  Portfolio is reporting that Starwood's trendy brand, W, will be enlisting the help of singer/L.A.M.B. designer Gwen Stefani to design uniforms. Why? It turns out that W has a lounge at Fashion Week, and adding Stefani's cachet to their brand would definitely be a return on investment.

Stefani, a fashion icon and relevant performer for the last two decades, scores high with stylish young women.

It's important because part of the W brand's allure, which has allowed it to expand during an economic slowdown, is aimed at young women. One visit to the W Store which hawks jewelry, clothes and even the W Bed, should clue in most people. Now with Stefani, also popular with young women, the hotel is strengthening that approval. Its Web site asks, "Who's making world travel feel more fabulous?"

It's a breath of fresh air to see a brand catering to stylish (albeit, Paris Hilton-esque) women rather than seeing the familiar shot of the tired businessman relaxing in his hotel room. (Note: Shoes are off, that means a businessman is relaxing.)

Perhaps Starwood is onto something. Profits from the Bliss spa and product line aimed at women with urgent bikini waxing and exfoliation needs (among other ancillary businesses) rose $4 million last quarter, year-over-year.

And while Kylie Minogue's not exactly my cup of tea, she's also adding her little bit of cachet to the opening of the luxury Atlantis Hotel in Dubai. No word on whether Stefani will be performing at any W properties.