Mumbai: Etihad Airways, the national airline of the United Arab Emirates, concluded a successful season at Lakmé Fashion Week Winter Festive ’18 as part of its ongoing partnership as the preferred airline of the global fashion industry.
The airline hosted IMG model and actor Nick Bateman to experience the event and shoot the latest ‘Model Diaries’, a video series featuring leading models from around the world showcasing fashionable destinations Etihad Airways flies to. The video gives viewers the opportunity to follow these models, explore the city and book and experience the featured itineraries.
The airline’s dedicated activation area at the five-day event featured an Anti-gravity lounge, where visitors had the opportunity to enter a social media competition to win tickets to its home, Abu Dhabi. Guests were given monogrammed luggage tags as a memento from the airline, and also had the opportunity to sign up for Runway to Runway, Etihad’s exclusive loyalty programme for the fashion industry.
This was the airline’s fifth appearance at Lakmé Fashion Week in the past two years, affirming its presence alongside the world’s most revered luxury brands. In 2016, Etihad Airways struck a comprehensive global agreement with sports, events and talent management company WME | IMG, to become a long-term partner of the fashion industry. The Abu Dhabi-based airline supports 17 fashion week events worldwide every year including Sydney, Mumbai, New York, London and Milan.
Neerja Bhatia, Etihad Airways Vice President Indian Subcontinent, said: “Fashion and Etihad represent an ideal brand fit and once again Lakmé Fashion Week has been the best way for us to showcase our support for the fashion community. Etihad Airways was excited to bring Nick Bateman down to Mumbai this year to experience and promote Mumbai as a fashionable destination the airline flies to.”
Since this partnership’s introduction in April 2016, the airline has helped designers, models and brands celebrate key milestones and reach new audiences all over the world. The influence of fashion spans a huge audience, from mass fashion consumers to the global fashion elite of designers, models, photographers and editors – all of whom Etihad Airways aims to convert into loyal customers.
Etihad Airways connects Mumbai and a further 9 cities across India with flights to the fashion capitals of the world – New York, London, Paris and Milan – via its Abu Dhabi gateway.