Etihad Airways to sponsor global fashion week events

London - 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, by agreeing to sponsor 17 fashion week events around the world annually.

Claimed as a world’s first multinational, multi-year airline sponsorship supporting the fashion industry, Etihad Airways will become the first official airline of fashion week events in New York, London, Milan, Berlin, Sydney and Mumbai, supporting events including 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 - Alitalia, Jet Airways, air berlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional, will also be party to Etihad Airways’ agreement with WME-IMG, whose fashion portfolio includes more than 30 fashion events around the world.

Etihad Airways president and chief executive officer, James Hogan, 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.”

WME-IMG fashion weeks get their first official airline

Etihad Airways will debut its fashion week presence during Mercedes-Benz Fashion Week Australia, which runs from May 15 to 20, 2016 in Sydney. From there, Etihad Airways will sponsor five additional events in 2016 – in Berlin, Mumbai, New York, London, and Milan, before extending to a total of 17 men’s and women’s fashion events in 2017.

In addition, Etihad Airways will also develop travel-oriented relationships with fashion designers, models, stylists, journalists, photographers, suppliers and sponsors, and will create original guest-focused promotions and offers for the industry at large.

WME-IMG, co-chief executive officer, Ariel Emanuel, 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.”

Image: Mercedes-Benz Fashion Week Australia 2015