Etihad Airways has teamed up with renowned Indian fashion designer Manish Malhotra to showcase the artiste’s latest collection at the forthcoming Lakmé Fashion Week in Mumbai.
The award-winning airline will join the highlyacclaimed designer at India’s leading fashion event for the unveiling of his winter collection, taking place in the country’s commercial capital from August 24 – 28.
Known for designinglavish costumes for Bollywood film stars and Indian cinema for more than two decades, Manish Malhotra has captured the imagination of fashionistas around the world.
His opening night show on August 24, ‘Etihad Airways Presents Manish Malhotra’, will be shot in virtual reality allowing viewers to feel the excitement of being present at the show, whether backstage, front row or at the post-show party. It comes just months after Etihad Airways used the pioneering technology to give viewers unprecedented access to the airline’s award-winning Airbus A380 by immersing them in the aircraft cabins in a virtual reality film ‘Reimagine’featuring Hollywood actress Nicole Kidman.
The collaboration with Manish Malhotra is the latest initiative by the Abu Dhabi-based airline following its recently-announced sponsorship efforts to become the fashion industry’s preferred airline. This will help further elevate the airline’s premium brand positioning alongside the world’s most revered luxury brands.
Earlier this year, Etihad Airways struck a 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. The agreement is the first multinational, multi-year airline sponsorship supporting the fashion industry.
Mumbai is the latest stop in Etihad Airways’ global fashion sponsorship, supporting 17 fashion week eventsin London, Milan, Sydney, New York and Mumbai, worldwide every year. It follows on from the airline’s recent participation at the Mercedes-Benz Fashion Week Berlin and Mercedes-Benz Fashion Week Australia.
The tie-up with Manish Malhotra, announced at a Press Conference in Mumbai today featuring an exclusive preview of his new collection,is the second designer collaboration for Etihad Airways after the successful partnership with the Oscar de la Rentafashion house in Australia earlier this summer.
Patrick Pierce, Etihad Airways Vice President Sponsorship, said: “The fashion industry and Etihad Airways represent an ideal brand fit, sharing attributes of being ambitious, innovative and creative – key characteristics that are reflected in our renowned inflight service and hospitality.
“We are therefore delighted to collaborate with Manish Malhotra, one of India’s most celebrated fashion designers, for his opening night event at Lakmé Fashion Week. It promises to be a remarkable show featuring the same VR technology that we premiered with our recent A380 film Reimagine.”
Addressing the Press Conference, Manish Malhotra commented: “I am delighted to be partnering with Etihad Airways as two future forward brands come together. This will be the very first fashion show that will give viewers an experience beyond frontiers, space and time.”
Added Neerja Bhatia, Etihad Airways Vice President Indian Subcontinent: “Etihad Airways is a proud partner of India with the largest international network of flights connecting India and the world, with our strategic partner Jet Airways. Together with our award-winning A380 recently introduced on the Mumbai – Abu Dhabi route featuring The Residence, a stylish and iconic three-room suite in the air, this is a perfect fit for high flyers from the fashion industry.
“Etihad Airways truly encompasses all areas of design, innovation and style to become the ultimate premium lifestyle airline. Our A380 service from Mumbai to Abu Dhabi and onwards to New York provides a seamless service to and from these leading fashion cities onboard our luxurious aircraft.”
LakméFashion Week is Etihad Airways’ second major partnership in India following on from its sponsorship of the Mumbai Indians, one of the most successful cricket franchise teams in the Indian Premier League.
Notes to Editors: Follow Etihad Airways’ coverage ofLakméFashion Week on Facebook at @etihad.airways, on Instagram @EtihadAirways and via the hashtag at#RunwayToRunway
About Etihad Airways
Etihad Aviation Group (EAG) is a diversified global aviation and travel group comprising four business divisions – Etihad Airways, the national airline of the United Arab Emirates, Etihad Airways Engineering, Hala Group and Airline Equity Partners. The group has minority investments in seven airlines: airberlin, Air Serbia, Air Seychelles, Alitalia, Jet Airways, Virgin Australia, and Swiss-based Darwin Airline, trading as Etihad Regional.
From its Abu Dhabi base, Etihad Airways flies to, or has announced plans to serve, 117 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of 122Airbus and Boeing aircraft, with 204 aircraft on firm order, including 71 Boeing 787s, 25Boeing 777Xs, 62 Airbus A350s and 10 Airbus A380s. For more information, please visit: www.etihad.com
About Manish Malhotra
Over the last 26 years, Manish Malhotra has redefined fashion, first through his work in Indian cinema and over the last 11 years with his eponymous couture label MANISH MALHOTRA. The label is synonymous with opulent, contemporary Indian wear and currently retails across Mumbai, Delhi, and Dubai among other cities. In 2013-14 the brand went global with its digital foot-print via www.manishmalhotra.in. It also saw the brand mark a turnover of over INR One Billion – making it one of the first Indian luxury fashion houses to achieve this milestone. Manish is also one of the leading Indian fashion influencers in the digital realm with 1.4 million followers on Instagram and 1.7 million followers on Twitter. The design-story of the label’s recent collections has been inspired by Manish’s consummate passion for reviving Indian craftsmanship.
About Lakmé Fashion Week
Lakmé Fashion Week is jointly organised by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG Reliance Pvt. Ltd., leaders in sports, fashion and entertainment marketing and management.
Lakmé Fashion Week has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world.” Lakmé Fashion Week is organized twice every year. Lakmé Fashion Week Winter/Festive 2016 will be held from August 24 – August 28, 2016, at St. Regis Mumbai. For further information log on to http://www.Lakméfashionweek.co.in