Etihad Airways, the national airline of the UAE and the Official Airline Sponsor of London Fashion Week, announced the extension of its commitment to the global fashion industry….reports Asian Lite News
As part of the celebration and following the success of its partnership with Jimmy Choo during New York Fashion Week, the award-winning airline unveiled an exhibition curated by Fashion Editor Richard Mortimer. ‘Journey by Design’ highlights the deep-rooted relationship between fashion and travel. It showcases the influence of environment on fashion imagery interpreted by renowned photographers such as Tom Craig, Ellen von Unwerth, Norman Jean Roy and Andreas Larson. The installation is on display at London Fashion Week’s hub at Brewer Street Car Park from 16 to 24 September 2016.
Richard Mortimer, Fashion Editor for Rollacoaster Magazine, said: “Travel, regardless of distance, broadens the mind and enriches the soul. In an industry in which ideas are currency, travel must therefore be considered the ultimate commodity. For creatives it serves as more than mere luxury, but rather, necessity. Etihad Airways, pioneers in luxury travel, recognize the importance of the creative industries and their support and involvement at London Fashion Week ensures our most virile creative minds continue to flourish.”
Patrick Pierce, Vice President of Sponsorship at Etihad Airways said: “Being staged at London Fashion Week ‘Journey by Design’ does much to identify London as one of the most culturally diverse art and fashion hubs in the world, home to some of the most iconic image-makers in the industry today.”
“London Fashion Week 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.”
Jenico Preston, Commercial Director for the British Fashion Council, said: “The British Fashion Council is thrilled to welcome Etihad Airways to London Fashion Week. We thank Etihad Airways for its commitment to supporting the British Fashion Council and the Industry in general, whether it’s flying media, buyers or models to attend London Fashion Week, or helping British designers connect with suppliers and distributors across the globe. We also extend our sincere thanks to Richard Mortimer for curating Journey by Design, an exhibition celebrating the interconnection between Fashion and Travel.”
This collaboration follows an announcement made in April 2016 of the airline’s comprehensive global agreement with WME | IMG as a long-term partner of the fashion industry, connecting the airline with the fashion capitals of the world. London is the latest stop in the sponsorship, which supports 17 fashion week events worldwide annually. It follows the airline’s recent participation at Lakmé Fashion Week in Mumbai, New York Fashion Week and Milan Fashion Week on 21 to 26 September 2016.
Etihad Airways operates six daily services into the UK, with direct routes to London Heathrow, Manchester and most recently to Edinburgh, which started in June 2015. London Heathrow is one of Etihad’s longest serving airports having begun services in March 2004, only five months after the launch of the airline.
Out of the fleet of ten Airbus A380s, three currently serve the UK, three times daily, making the UK the first Residence route in December 2014. Etihad Airways and the airline’s A380 experience, which features The Residence, the only three-room suite in the commercial skies, have become synonymous with world-class design, luxury and innovation. On board the A380, the airline’s world-class cabin crew includes Savoy-trained Butlers dedicated to The Residence, highly-skilled Inflight Chefs in First Class, Food and Beverage Managers in Business Class and Flying Nannies trained at the famous Norland College in Economy Class.
The airline also boasts a premium lounge in London Heathrow T4, with a restaurant, children’s room and Six Senses Spa, which opened in September 2009. Etihad Airways also opened a premium lounge in Manchester Airport in 2010.
In addition to London Fashion Week, Etihad Airways is the principal sponsor of Manchester City Football Club, and more recently the official airline partner of the England and Wales Cricket Board and Taste of London.