19 Oct 2016 07:00
Etihad Airways, the national airline of the United Arab Emirates, has successfully completed the sponsorship of its first six Fashion Weeks, in partnership with WME | IMG.
- The national airline of the UAE completes its
first sponsorship of six Fashion Weeks in partnership with WME | IMG.
is a long-term partner of the fashion industry, supporting 17 Fashion Week
events around the world annually.
- Partnership is a cornerstone
of Etihad Airways’ wider sponsorship strategy, focused on the key lifestyle
pillars of fashion, food and football.
Airways’ support of global fashion began with Fashion Weeks in Sydney, Berlin
and Mumbai, culminating with the three major Fashion Weeks in New York, London
Patrick Pierce, Etihad Airways Vice President Sponsorship, said: “Our custom
partnerships with global Fashion Weeks began in style, with inspirational activations taking
place across Europe, Asia and Australia, coupled with unique designer
collaborations in each location.
“This alignment is a natural one for
our commercial business, but also presents significant brand visibility and
advocacy opportunities. It also gives us valuable access to influencers,
opinion leaders, media and other stakeholders within the industry, in a manner
previously not possible.”
The long-term sponsorship
represents an ideal fit for the airline, building a strong link between the
quality of the Etihad Airways brand and the ever-evolving fashion industry. The
partnership allows the airline to boost its reputation as a provider of
world-leading service, hospitality, design and style through the unique
association, by promoting passenger and cargo services to the industry
in markets which are strategically important to Etihad Airways and the Etihad
Airways Partner airlines.
Over the past
five months, Etihad Airways has worked with fashion designers and influencers
including Oscar de la Renta in Sydney, Manish Malhotra, a favourite designer of
Bollywood stars at Lakmé Fashion Week in Mumbai, Jimmy Choo for its 20th
anniversary celebrations in both New York and London, and more recently with
Richard Mortimer, the editor of Rollacoaster magazine, who curated a photo
exhibition for the airline on display at the Press and Buyers lounge at London
Fashion Week. At Milan
Fashion Week, Etihad Airways and its partner Alitalia collaborated with fashion
illustrator Megan Hess by hosting a dedicated space at the Unicredit Pavilion, where
she personally sketched over 200 of Etihad Airways’ VIPs and special guests.
the opening of New York Fashion Week, Etihad Airways flew a NYFW-branded Airbus
A380 from Abu Dhabi to New York’s JFK International Airport on 8 September
2016. Upon the aircraft’s arrival, the airline staged a photo shoot in the
Etihad Airways First and Business Class Lounge with supermodel Amber Valetta,
who features prominently in Jimmy Choo’s 20th