Etihad Airways and Lakmé Fashion Week today announced a collaboration with one of the most lauded and inspiring international contemporary designers, Paris-based Manish Arora, who returns to the prestigious Mumbai fashion event after more than five years.  

The celebrated Indian couturier marks the 10th anniversary of his colourful Paris collection by presenting ‘CosmicLove’ at the Lakmé Fashion Week Winter Festive 2017 on August 19. His show, Etihad Airways Presents Manish Arora, will take the star-studded audience of Bollywood celebrities, lifestyle media and fashion lovers on a visual journey that spans the tribes of Africa and the outer reaches of the universe.

Known for his astute craftsmanship and unique play on colours – his trademark being pink and gold – Arora’s designs are inspired by Indian heritage but with a contemporary vibe.

Etihad Airways flew Manish Arora on its recently-launched Airbus A380 Paris – Abu Dhabi service and onwards to India, capturing his journey on film from the French capital to Delhi, during which he speaks candidly about his inspiration from the varied cultures and environment for his renowned creations.

From the iconic Eiffel Tower, Arc de Triomphe and the fashionable Canal Saint-Martin in Paris to Delhi’s historic India Gate and one of the country’s oldest and busiest markets, Chandni Chowk, the video charts Manish Arora’s trip that also takes in his flagship stores in both cities.

Manish Arora said: “I am delighted to celebrate the 10th anniversary of my Paris collection ‘CosmicLove’ by showcasing it during Lakme Fashion Week. The line I am bringing to Mumbai is inspired by the tribes of Africa and outer reaches of the cosmos. Having spent 10 years of my working life in Paris after launching my career in Delhi, I have drawn much inspiration from my travels to the work I create. It’s wonderful to be associated with Etihad Airways, an airline I have admired and travelled with for so many years.”

The collaboration with Manish Arora is the latest initiative by the Abu Dhabi-based carrier to demonstrate its position as the fashion industry’s preferred airline. This will be the airline’s third presence at Lakmé Fashion Week over the past 12 months, further elevating its premium brand presence alongside the world’s most revered luxury names.

Last year, Etihad Airways struck a comprehensive global agreement with WME | IMG to become a long-term partner of the fashion community. The relationship helps further connect the airline with fashion capitals of the world and build travel loyalty with this vibrant sector.

Patrick Pierce, Etihad Airways vice president marketing partnerships, said: “Working with esteemed designers such as Manish Arora strengthens Etihad Airways’ commitment to the fashion industry, where we are fast becoming the airline of choice. Our video is a unique portrait of Manish’s journey back to Lakmé Fashion Week, one of the leading events on the international fashion calendar.”

Mumbai is the latest stop in Etihad Airways’ global fashion calendar, supporting 17 men’s and women’s fashion events worldwide every year, with shows in London, Milan and New York following next month.

Jaspreet Chandok, head-fashion, IMG Reliance Ltd, added: “It is a moment of absolute pride for us to announce the return of Manish Arora to Lakmé Fashion Week. The tie-up between a global brand such as Etihad Airways and India’s greatest fashion export Manish Arora is organic on many levels and will lead to a showcase that people will remember for a long time.”

During Lakmé Fashion Week, Etihad Airways will present Runway to Runway, an exclusive travel programme tailored specifically to the international fashion community, including editors, designers, models, photographers, stylists, students of fashion, bloggers and fashion industry executives, plus the global community of fashion devotees. Visitors will‎ be encouraged to sign up and enjoy benefits such as airport lounge access and priority boarding and check-in.

Etihad Airways’ positioning as a premium lifestyle airline is reflected by its innovative and stylish designs in product and service offering onboard its luxurious aircraft. The carrier’s award-winning Airbus A380s, currently serving Sydney, New York, London, Melbourne and Paris from Abu Dhabi features The Residence, an iconic three-room suite in the air – a perfect fit for high flyers from the fashion industry.

Etihad Airways will be reporting from Lakmé Fashion Week between August 16 and 20. Follow coverage at #LakmeFashionWeek #EtihadAirways #ManishArora #Manisharorafashion #RunwayToRunway. - TradeArabia News Service