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Abu Dhabi / Emirates Business
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+ fashion events around the world and affiliates IMG Models, Art + Commerce and The Wall Group, which manage fashion’s icons across modelling, 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.
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.â€
Fashion weeks and Etihad Airways represent an ideal brand fit, as both share attributes of being remarkable, ambitious and innovative. These characteristics are exemplified in the renowned service and hospitality offering.
“This is a landmark deal because it goes beyond traditional sponsorship and is a world-first agreement for an airline group. As a result of our business model, Etihad Airways Partners will collectively unveil a wide range of exciting new fashion initiatives for guests in Abu Dhabi and throughout the world,†added Hogan.