Celebrities and fashion equal publicity — a mix that has seen a car company, a hotel chain and a credit card business jump on board the New York’s Fashion Week in the hope of giving their brands a fashionable boost. 
   With most shows at the Fashion Week tent headquarters running at least 30 minutes late, celebrities and other V.I.P.’s have plenty of time to cool their heels backstage at the American Express Skybox, the Mercedes Benz Star Lounge and or the W Hotels Jet Set Lounge. 
   Mercedes Benz cars will feature in the “Sex and the City” movie coming out later this year so the Star Lounge takes its inspiration from Alexander McQueen’s designs worn on the hit television series. It has a Scottish hunting lodge theme, with tartan covering the walls and ceiling, antler chandeliers, cow skin rugs on the floor and a large Chesterfield lounge. 
   Ferdinand Froning, Mercedes Benz Hollywood liaison, said the company hoped that by sponsoring fashion events around the world, the company hoped to attract younger, female buyers and show them that their cars are “very fashionable.” 
   The Jet Set Lounge takes a sleeker purple and silver look, while the Skybox — which overlooks two of the runways — has a simple black and white look. 
   And for those who want to escape the fashion week tents, celebrity stylist and television host Robert Verdi has created a midtown “Luxe Laboratory” where fashion and beauty editors can have their hair, nails and make-up done, have something to eat or just kick back on the couch and watch movies on a 103 inch television screen. 
   Nice job if you can get it!