In an industry first, Etihad Airways, the national airline of the UAE, has signed a new global agreement with WME | IMG to become a major long-term partner to the fashion industry.
This is the first multinational, multi-year airline sponsorship supporting the fashion industry, and will see Etihad become the official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai.
The events it will support are New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections: Men, Milan Fashion Week, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and Lakme Fashion Week (Mumbai).
Etihad Airways Partners – including Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional – will also be party to Etihad Airways’ agreement with WME | IMG.
James Hogan, Etihad Airways’ President and Chief Executive Officer, said: “This is a ground-breaking new partnership for Etihad Airways. Together with WME | IMG, we have created a unique marketing relationship that now connects the international fashion community across our key markets.
“Fashion weeks 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.”
Etihad Airways will now develop travel-oriented relationships with fashion designers, models, stylists, journalists, photographers, suppliers and sponsors.
Its first fashion week presence will be at Mercedes-Benz Fashion Week Australia, which runs from 15 to 20 May, 2016 in Sydney.
Ariel Emanuel, Co-CEO of WME | IMG, added: “Etihad Airways is the perfect partner for an industry that values creativity, design and outstanding service.
We are proud to be working with them to develop programs that are tailor-made for the fashion industry.”
Etihad also has a multi-year partnership with WME | IMG’s Taste Festivals Ltd, as well as a number of football partnerships.