Gone are the days when just car companies sponsored fashion weeks. Now, it’s time for an airline to have a turn. WME/IMG announced on Thursday that Etihad Airways, the national airline of the UAE (United Arab Emirates) has signed on to sponsor fashion week events around the world in a multi-year deal, making it the first fashion week/airline partnership in history. With over 100,000 travelers heading to NYFW alone, we’re not surprised that this kind of deal has come to fruition.
Special perks have not been announced yet but rumors of live-streamed runway shows, speciality amenity bags, and different outfits for the flight attendants have been discussed.
The first fashion week that will be supported by this sponsorship will be the Mercedes-Benz Fashion Week Australia in Sydney. More specifically, Etihad will be supporting the Oscar de la Renta show as it’s the first runway show by de la Renta in Australia’s history.
Later this year, Etihad Airways will sponsor WME/IMG men’s and women’s fashion week events in London, Milan, New York, Berlin, and Mumbai. Its smaller airlines within its network – Alitalia, Jet Airways, Air Berlin, Air Serbia, Air Seychelles, and Niki and Etihad Regional – will also participate in this newfound relationship.
Beyond fashion, Etihad will also start sponsoring WME/IMG’s Taste Festivals, their global series of food events.
What do you think of this partnership? Would you fly with Etihad Airways to fly on a fashion week jet?