READY FOR TAKEOFF: Finnair fittingly took to the skies to show off its new collaboration with Marimekko. The Helsinki-based carrier staged an in-flight fashion show featuring looks from Marimekko’s New York Fashion Week show. En route to Shanghai from its home base, flight attendants also presented the Marimekko tableware, teapot, linens and blanket that the airline will use as part of the three-year deal. Sami Ruotsalainen designed the special collection, with Maija Isola handling the patterns. Fans of the brand can buy various Marimekko pieces online via Finnair Plus. Both parties are keen to expand in Asia, a Finnair spokeswoman said.

To raise awareness about the collaboration, Finnair has painted Marimekko’s signature poppy print on an Airbus 340, and one of its Airbus 330s that services New York will be decorated with one this spring. “We have a very long design heritage,” the spokeswoman said. “We really believe that design can make life better.”

This story first appeared in the November 8, 2012 issue of WWD. Subscribe Today.