Etihad Airways are known for luxury in the skies and now they will be known on the runway, the fashion runway that is.
The prestigious airline has announced a comprehensive new global agreement with WME | IMG to become a major long-term partner to the fashion industry by supporting 17 fashion week events around the world annually.
Etihad Airways will become the official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai. These are New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections Men, Milan Fashion Week: Milano Moda Donna, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and Lakme Fashion Week (Mumbai).
Etihad Airways Partners, which includes seven airlines in which it holds minority equity stakes, will also be party to Etihad Airways’ agreement with WME | IMG, whose fashion portfolio includes 30+ fashion events around the world and affiliates IMG Models, Art + Commerce and The Wall Group, which manage fashion’s icons across modelling, photography and styling.
Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional will help fashion’s insiders arrive, connect and present at the industry’s key moments throughout the year.
James Hogan, Etihad Airways’ President and Chief Executive Officer, said: “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”.
Ariel Emanuel, Co-CEO of WME | IMG, added: “Etihad Airways is the perfect partner for an industry that values creativity, design and outstanding service. We are proud to be working with them to develop programs that are tailor-made for the fashion industry.”
Etihad Airways and its partner airlines will develop travel-oriented relationships with fashion designers, models, stylists, journalists, photographers, suppliers and sponsors. In addition, Etihad Airways will create original guest-focused promotions and offers for the industry at large.
Etihad Airways will debut its fashion week presence 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.
This major new initiative marks a core element of Etihad Airways’ sponsorship strategy. This will see increased collaboration across the Etihad Airways Partners, bringing both brand development opportunities and economies of scale to all partners.
Moving forward, Etihad Airways is putting additional focus on three core lifestyle interests that drive competitive advantage from sponsorship: food, fashion and football.
In March 2016, Etihad Airways announced a multi-year partnership with WME | IMG’s Taste Festivals Ltd, organisers of the world’s leading restaurant events since 2004. The airline, along with many of its Etihad Airways Partners, will have a presence at 14 Taste Festivals in 2016.