One of the fashion industry’s most important events, New York Fashion Week has just got underway but a major sponsor of the event, Etihad Airways wants to take some of the limelight as well. On the opening night of NYFW, the airline revealed what it’s calling a ‘promotional film’ in collaboration with celebrated British designer, Julien Macdonald OBE.
Etihad says “the short in-flight film draws parallels between the production of a high-end fashion show and the preparation that goes into ensuring a safe and comfortable flight.” We say this is most definitely, Etihad’s brand new in-flight safety video.
The level of detail for it to be anything else would be surprising, to say the least. Following industry best practice, the film includes everything that a standard safety video would include – it even comes with a very well spoken British voiceover.
Take a look at the ‘promo’ video below and tell us what you think:
The video features seventeen couture gowns designed by MacDonald and modelled by a host of models who will be making appearances at New York Fashion Week. The film was first shown at a glamorous, high-profile event in the Etihad Airways VIP lounge at NYFW. We expect it to be making its way onboard Etihad flights very soon.
If this turns out to be a replacement of the current outdated Etihad safety demo then it might become the first safety video to feature high profile sponsors. The video includes ‘unique integrations’ with carmaker BMW and Swiss luxury watchmaker IWC Schaffhausen.
Since last year, Etihad has been positioning itself as a major sponsor of fashion events around the world. The Abu Dhabi-based airline already has a partnership with global fashion brand IMG, sponsoring 17 fashion events around the world and developing a bespoke loyalty programme for the industry called ‘Runway to Runway’.
The airline has also helped designers, models and brands celebrate key milestones as well as featuring famous models on its social media channels.
Explaining the partnership, a spokesperson for Etihad said: “Last year, Etihad Airways became the first global airline to align with and support fashion professionals. Very few industries travel as much as the fashion industry does, spending tens of millions annually.”
He continued: “Etihad Airways is an ideal brand fit for this jet-set industry that is ambitious, innovative and remarkable – all characteristics exemplified by Etihad’s world-renowned service and hospitality offering.”
This isn’t the first time that Julien Macdonald has teamed up with an airline. In 2003, the designer teamed up with British Airways to design and launch a new uniform for the airline’s cabin crew and ground staff. The uniform is still worn by British Airways staff with no plans as yet to replace the design.
