Etihad Airways, the national airline of the UAE, has announced a comprehensive new global agreement with WME | IMG to become a major long-term partner to the fashion industry by supporting 17 fashion week events around the world annually.
Under the agreement, which is the first multinational, multi-year airline sponsorship supporting the fashion industry, Etihad Airways will become the official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai. These 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, which includes seven airlines in which it holds minority equity stakes, will also be party to Etihad Airways’ agreement with WME | IMG, whose fashion portfolio includes 30 plus fashion events around the world and affiliates IMG Models, Art + Commerce and the Wall Group, which manage fashion’s icons across modeling, photography and styling.
Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional will help fashion’s insiders arrive, connect and present at the industry’s key moments throughout the year.
Etihad Airways’ President and CEO James Hogan said: “This is a groundbreaking 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. This is a world-first agreement for an airline group.”
Ariel Emanuel, co-CEO of WME | IMG, added: “Etihad Airways is the perfect partner for an industry that values creativity, design and outstanding service.”
Etihad Airways will debut its fashion week presence during Mercedes-Benz Fashion Week Australia, which runs from May 15 to 20. Etihad Airways will next sponsor events in Berlin, Mumbai, New York, London and Milan.
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