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Etihad partners with London Fashion Week

ABU DHABI, September 20, 2016

Etihad Airways, the national airline of the UAE and the Official Airline Sponsor of London Fashion Week, has extended its commitment to the global fashion industry by collaborating with the British Fashion Council and Rollacoaster Editor, Richard Mortimer, during London Fashion Week.

As part of the celebration and following the success of its partnership with Jimmy Choo during New York Fashion Week, the award-winning airline unveiled an exhibition curated by Fashion Editor Mortimer. ‘Journey by Design’ highlights the deep-rooted relationship between fashion and travel. It showcases the influence of environment on fashion imagery interpreted by renowned photographers such as Tom Craig, Ellen von Unwerth, Norman Jean Roy and Andreas Larson. The installation is on display at London Fashion Week’s hub at Brewer Street Car Park from September 16 to 24.

Mortimer said: “Travel, regardless of distance, broadens the mind and enriches the soul. In an industry in which ideas are currency, travel must therefore be considered the ultimate commodity. For creatives it serves as more than mere luxury, but rather, necessity. Etihad Airways, pioneers in luxury travel, recognises the importance of the creative industries and their support and involvement at London Fashion Week ensures our most virile creative minds continue to flourish."

Patrick Pierce, vice president of sponsorship at Etihad Airways, said: “Being staged at London Fashion Week ‘Journey by Design’ does much to identify London as one of the most culturally diverse art and fashion hubs in the world, home to some of the most iconic image-makers in the industry today.”

“London Fashion Week and Etihad Airways represent an ideal brand fit, as we share attributes of being remarkable, ambitious and innovative. These characteristics are exemplified in our renowned service and hospitality offering. Likewise, design and style are important cultural interests to many of our guests.”

Jenico Preston, commercial director for the British Fashion Council, said: “The British Fashion Council is thrilled to welcome Etihad Airways to London Fashion Week. We thank Etihad Airways for its commitment to supporting the British Fashion Council and the industry in general, whether it’s flying media, buyers or models to attend London Fashion Week, or helping British designers connect with suppliers and distributors across the globe. We also extend our sincere thanks to Richard Mortimer for curating Journey by Design, an exhibition celebrating the interconnection between Fashion and Travel.”

This collaboration follows an announcement made in April 2016 of the airline’s 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. London is the latest stop in the sponsorship, which supports 17 fashion week events worldwide annually. It follows the airline’s recent participation at Lakmé Fashion Week in Mumbai, New York Fashion Week and Milan Fashion Week from September 21 to 26.

In addition to London Fashion Week, Etihad Airways is the principal sponsor of Manchester City Football Club, and more recently the official airline partner of the England and Wales Cricket Board and Taste of London. - TradeArabia News Service




Tags: Etihad | London | Fashion | week |

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