Four years ago when Aspen Fashion Week started as an added attraction at the famously ritzy winter resort, it was hard to tell whether it would snag a permanent place in the coveted style calendar.

Now Bentley Motors has signed on as a Presenting Partner for this year’s event, cementing its position in the fashion firmament. With brands like Helly Hansen (one of our personal favorites), Killy, Dale of Norway and Aether showing ruggedly elegant cold-weather wear, and the usual round of parties, presentations and super-chic soirées, the 2012 season is sure to mark a high point in the annals of Aspen lore.

Look for fleets of Bentleys disgorging ridiculously attractive people at the hottest parties and hotels, like the luxurious, recently remodeled St. Regis Aspen, throughout the four-day event, which runs from March 11–14. The St. Regis Aspen’s new venue The Chateau will be a hot ticket.

The Bentley Continental GT is already the preferred mode of stylish conveyance in many a posh mountain resort thanks to its amazing all-wheel drive system and available extras like ski hatches and glove-soft heated leather seats. Lauren Bush, founder of children’s charity FEED, will be on hand once again and will host a benefit event. See AspenFashionWeek.com to learn more.