Etihad partners with Lakme Fashion Week in Mumbai

Etihad Airways teamed up with renowned Indian fashion designer Manish Malhotra to showcase the artiste’s latest collection at the Lakmé Fashion Week in Mumbai. Known for designing lavish 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’, was 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 events in 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.