Etihad Airways, the national airline of the United Arab Emirates, has joined with WME/IMG to become a major long-term partner to the fashion industry by supporting 17 fashion week events around the globe annually.
Under the agreement, which is the first multinational, multiyear 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.
Etihad Airways Partners, which includes seven airlines in which it holds minority equity stakes, are also part of the agreement. They consist of Alitalia, Jet Airways, Airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional.
James Hogan, president and chief executive officer of Etihad Airways, said, “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 our home market of Abu Dhabi and throughout the world.”
Etihad Airways will begin its fashion week presence during Mercedes-Benz Fashion Week Australia, which runs from May 15 to May 20. Etihad is helping to bring Oscar de la Renta’s show to Mercedes-Benz Fashion Week Australia. The show takes place on May 20 at 8 p.m. in The Runway at Carriageworks.