At the start of New York Fashion Week on February 11, Starwood will announce that it has hired a fashion director for the W brand to increase its presence in the clothing industry. Stylist Amanda Ross has consulted for designers including Elie Tahari, Dennis Basso and Julien Macdonald. In her new role, Ross will help designers create staff uniforms, as well as consult on the styling of guestrooms and public spaces. "She will definitely help us be more credible in our outlook on fashion," Eva Ziegler, W Hotels’ global brand leader, tells the Wall Street Journal.