Hotels increasingly are turning to the world of fashion to make their properties more attractive to guests who want a touch of luxury, and to create a source of buzz.

As New York City’s Fashion Week 2013 spring collection shows get underway, Starwood’s trendy W chain on Wednesday is announcing a partnership with the Council of Fashion Designers of America, in which emerging clothing designers chosen by the council eventually will visit W’s 42 hotels around the world to display their new designs.

W hotels from Boston to Bali will host designer trunk shows that will give budding designers exposure to potential customers, says Starwood executive Carlos Becil.