Etihad Airways Announces Fashion Week Sponsorship

A look by Peter Copping for Oscar de la Renta's Bridal Spring 2017 collection

A look by Peter Copping for Oscar de la Renta’s Bridal Spring 2017 collection

Fashion Week is taking to the skies, as Etihad Airways has agreed to partner with WME | IMG to stage 17 fashion week events around the world each year, the airline announced on April 28.

Under the agreement, Etihad will become the official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai. Together with its partner carriers — Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional — the national airline of the United Arab Emirates, which is widely lauded for its outstanding service, will sponsor or coordinate travel for designers, models, stylists, journalists, photographers, suppliers and sponsors.

Calling the partnership a landmark deal, 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. Likewise, design and style are important cultural interests to many of our guests.”

He continued: “As a result of our business model, Etihad Airways Partners will collectively unveil a wide range of exciting new fashion initiatives for guests in our home market of Abu Dhabi and throughout the world.”

Etihad’s first fashion week effort is scheduled for takeoff during Mercedes-Benz Fashion Week Australia, which runs from May 15-20 in Sydney, where Oscar de la Renta has been confirmed to show its Summer 2016 collection, according to organizers.

— Michelle Tay