Etihad Airways, the national UAE carrier, has announced a global fashion week sponsorship, supporting 17 major fashion week events around the world annually.
The long-term sponsorship will see Etihad Airways as the official airline of fashion week events such as New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections: Men, Milan Fashion Week, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and Lakme Fashion Week (Mumbai).
Models walk the runway during the Juana Martin show at Mercedes-Benz Fashion Week Madrid Spring/Summer 2016. Photo © catwalker | Shutterstock
“This is a ground-breaking new partnership for Etihad Airways. Together with WME | IMG, we have created a unique marketing relationship that now connects the international fashion community across our key markets,” said James Hogan, Etihad Airways’ President and Chief Executive Officer.
“Fashion weeks and Etihad Airways represent an ideal brand fit, as we share attributes of being remarkable, ambitious and innovative. These characteristics are exemplified in our renowned service and hospitality offering. Likewise, design and style are important cultural interests to many of our guests.”
Etihad Airways and its Partner airlines will work hand in hand with WME | IMG to develop programmes tailor made for the fashion industry. Etihad Airways will also create original guest-focused promotions and offers for the industry at large.
The airline will make its first fashion week debut during Mercedes-Benz Fashion Week Australia, which runs from 15 to 20 May, 2016 in Sydney. From there, Etihad Airways will sponsor five additional events in 2016 – in Berlin, Mumbai, New York, London and Milan – before extending to a total of 17 men’s and women’s fashion events in 2017.
